Reaching Ultra-Orthodox Jewish women to improve breast cancer outcomes for CoppaFeel!
Ashkenazi women have a significantly higher risk of carrying the BRCA1 or BRCA2 gene mutations compared to the general population, putting them at increased risk of developing breast cancer.
Existing campaigns to encourage women to check regularly for concerning signs are unlikely to engage members of the Haredi (ultra-orthodox Jewish) community, who rarely consume mainstream media or spend time online. CoppaFeel! wanted to work with the community to co-design a bespoke, culturally sensitive initiative to encourage younger Haredi women to regularly check themselves for potential signs.
Claremont gathered insights through stakeholder interviews with relevant community organisations including Acheinu Cancer Support (ACS), Interlink and the Jewish Community Council of Gateshead, before running a co-design session to explore potential routes with nine women from the Haredi community.
“Claremont worked authentically and carefully throughout our project with the Haredi community. I’m really impressed with the outcome and think it’s such a blueprint for how to work meaningfully with underserved communities.”
Phoebe Lazell, Senior Engagement & Inclusion Manager at CoppaFeel!
The discovery phase confirmed the need for discreet, positive, and locally relevant materials, with a preference for English language and minimal imagery. Women wanted clear, honest information about breast cancer, signs, symptoms, and genetic risk, with local statistics and testimonials for reassurance.
Important trusted messengers and channels were identified, including kallah teachers who help women to prepare for marriage, mother and baby units that are widely used to recuperate after giving birth, and mikvehs – ritual baths visited each month. Working with the support of these groups we heard above all that materials need to feel authentically community-generated.
Working with a designer within the community, we produced a comprehensive leaflet alongside a digital screen for the feeding room in the Beis Brucha mother and baby home. Both resources were endorsed by the Haredi Women’s Health Alliance and other trusted community organisations, including NHS North East London Cancer Alliance.
The materials are now being shared through the mother and baby unit, community stakeholders, mikvehs, and are expected to be shared by some kallah teachers in the north, ensuring they reach women at timely, culturally appropriate moments.
“Thank you for looking after us.”
Mikvah in Stamford Hill