Millions of young women use social media for health and wellness information, yet many remain unaware that alcohol consumption increases the risk of breast cancer. A new five-year research project aims to close this gap by identifying which types of social media messages most effectively communicate the connection between alcohol and breast cancer to women aged 18 to 25.

The project is supported by a grant of approximately $3.1 million from the US National Institutes of Health and National Cancer Institute. Researchers from Florida State University, The Ohio State University Comprehensive Cancer Center and UMass Chan Medical School will examine how young women respond to different messages about alcohol-related breast cancer risk. According to the researchers, fewer than one-third of young adult women are currently aware that alcohol is a breast cancer risk factor.

The research will combine national online studies with laboratory experiments involving simulated social media feeds. At Florida State University’s Cognition and Emotion Lab, participants will view prevention messages while researchers use eye tracking, heart-rate monitoring and skin-conductance measurements to assess which messages attract attention and produce meaningful cognitive and emotional responses. The lab specialises in studying how people process and respond to media messages using psychophysiological and behavioural measurement technologies.

The researchers will also examine whether responses differ according to participants’ existing drinking patterns, helping determine whether messages should be tailored to different audiences. The findings could support stronger campaigns on platforms such as Instagram and TikTok and help public health organisations communicate an established cancer risk that has historically received far less attention than tobacco. Ultimately, the project seeks not only to increase awareness but also to support informed decisions and reduce alcohol-related breast cancer risk among young women.

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