We believe far more can be done to help prevent breast cancer. That's why we think it's time to move beyond breast cancer awareness to preventative action. Breast cancer rates are rising rapidly. Today, 1 in 8 women will be diagnosed with the disease at some point in their lives. In England, incidence rates have increased amongst women by 90% and amongst men by as much as 60% in just one generation. We want all of the root causes of breast cancer to be tackled so that these rates reduce.