Advocacy in Breast Screening
Working to improve early detection and outcomes for women across Alberta.
Advocacy in Action: Breast Screening at 40
April 22, 2026
On April 22, 2026, the Ministry of Primary and Preventative Health announced that Albertan women will be able to self-refer for screening mammography starting at age 40 through Alberta's publicly-funded breast screening program. Effective April 1, 2027, this policy lowers the self-referral age from 45 to 40, removing barriers to screening for more than 190,000 women.
The Alberta Society of Radiologists, along with our partner organizations and members, has advocated for this change, and we are proud to see it realized. Women are increasingly being diagnosed at younger ages, and earlier screening saves lives.
Alberta's Breast Cancer Screening Program leads the country with the highest screening rates and the lowest wait times. Our community radiology clinics are ready to meet the increased demand for mammography services.
“Mammography is a safe and effective screening tool for early cancer detection. This policy change will save lives, reinforcing Alberta’s longstanding leadership in breast cancer screening and improving outcomes for women across the province.”
Dr. Rahim Samji, President, Alberta Society of Radiologists
A special thank you to Dr. Shiela Appavoo for speaking on behalf of the ASR today and for her steadfast advocacy for women in Alberta.
For more information, visit: Strengthening cancer care for Albertans | alberta.ca
Venn Mammogram - If You’re Old Enough to Know
2025 Campaign
You’ll never look at a Venn diagram the same way again.
The 2025 campaign built on the success of the previous year with a clever twist: nostalgic pop-culture puzzles. These visuals were designed to spark recognition and conversation, while nudging women in the key age range to think seriously about booking a mammogram. If you get the reference, chances are you’re in the demographic who should be taking action.
By combining a playful creative approach with a life-saving message, the Alberta Society of Radiologists and the Alberta Cancer Foundation are showing that health advocacy can be engaging, memorable, and impactful.
Venn Mammogram - Time to Get Checked?
2024 Campaign
If skinny jeans, hot flashes, or HGTV marathons sound familiar, it might be time to book a mammogram.
In 2024, the Alberta Society of Radiologists and the Alberta Cancer Foundation partnered to launch a campaign promoting breast cancer screening in Alberta. The creative leaned into humour and nostalgia—calling out everything from shifting fashion trends to TV binge-watching—as a way to make mammography feel approachable and relatable.
By speaking directly to everyday experiences, the campaign helped women see mammography as a natural part of life’s journey. It also set the stage for future advocacy efforts, proving that awareness campaigns can be both lighthearted and deeply meaningful.
