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Examining Internal and External Market forces that Stigmatize Breast Cancer: Saving Lives of Tribal Women in India

Thursday, July 9, 2026 at 10:30 AM–10:50 AM CEST 
Room B2 (Entrance Level)
Proposed Conference Track

1. Health and wellbeing

Submission Format

20 Minute Oral Presentation

Programme Listing

This session offers fresh, field-grounded insights into how stigma operates through advertising and marketplace systems and how social marketing can disrupt it. Drawing on original qualitative research, it shows how communication can either deepen exclusion or enable behaviour change among highly vulnerable groups. You’ll leave with clear theoretical contributions, practical implications for health campaigns, and ideas you can immediately apply to your own research and practice.

Primary Contact

Dr judith Fletcher-Brown, University of Portsmouth

Presenters

Dr judith Fletcher-Brown, University House, Winston Churchill Ave, Portsmouth PO1 2UP.

Authors

Dr judith Fletcher-Brown, University of Portsmouth
Dr Priyanka Sharma, Indian Institute of Managment Lucknow, India
Prof Rajesh Chandwani, Indian Institute of Management, Ahmedabad, India
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