There's awareness, but women still ignore getting regular screenings. They think if there is not a family history and they're young, they don't have to worry. Some don't have health insurance (although there are free screenings available in a number of areas) or they just don't want to be bothered. Additionally, I can tell you as a woman that the procedure is not very comfortable and in fact can be momentarily painful. I think...especially with the young Swiftie fans tuning in...it was a good opportunity to reach out to women to get screened regularly.