Free Mobile Mammograms Bring Lifesaving Care to NCAA Fans

Amid the packed arenas, cheering fans, and electric energy of the NCAA Women’s Final Four in Phoenix, there’s something quieter, but arguably just as powerful, happening steps away from the court. Women are getting screened for breast cancer , free of charge.

For the second year in a row, Eli Lilly and Company has brought mobile mammogram screenings directly to one of the biggest weekends in women’s sports. The initiative, part of its 99 Campaign, offers women ages 35 and up the chance to receive potentially lifesaving screenings with no insurance hurdles, no cost, and no catch.

And the demand is real—breast cancer is on the rise in young women. Cancer rates in women under 50 have jumped by nearly 20% since the early 2000s, according to a 2025 report from the American Cancer Society, and much of that spike comes from an overall increase in breast cancer in the US. That’s why Lily is pushing for early detection with its mobile mammogram clinic that makes healthcare easily accessible.

Meeting women where they are

Last year, 61 women were screened during Lily’s inaugural activation in Tampa, Florida, with nine patients requiring follow-up care and one critical mass detected—an outcome that underscores exactly why early detection matters. This year, the participation has more than doubled. Organizers originally planned for 100 appointments over two days, but community interest quickly exceeded expectations. An additional 50 slots were added, bringing the total to 150 screenings across the weekend.

“Some people are traveling just to come here because they understand the importance,” Ana Larios, managing director of Black Health Matters tells SELF. “And the fact that it’s free—that nobody’s questioning their insurance situation or their status— has been something people are incredibly grateful for.”

Screenings are intentionally woven into the Final Four experience—a moment when thousands of women are already gathered in one place. For the local Phoenix community, the urgency extends beyond gender. It’s shaped by stark racial disparities: In Arizona, Black residents are diagnosed with breast cancer at lower rates than white residents, yet they die from it at more than 50% higher rates—the highest mortality rate in the state, according to Arizona’s Department of Health.

That strategy to meet people where they are is central to the mission of Black Health Matters, which has spent more than a decade focused on improving health outcomes in underserved communities.

“Breast cancer is the most common cancer in Phoenix,” Larios says. “We’re coming to the community. We’re going where those patients are to provide information and empower them to ask the right questions to their doctors.”

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Why access and trust matters to prevent breast cancer

A mix of systemic barriers contributes to the gap in breast cancer diagnosis and mortality: limited access to preventive care, lack of insurance, and longstanding distrust in the healthcare system, Larios explains.

“There’s a lot of stigma and distrust—and rightfully so,” she says. “A lot of things have happened in history, but our goal is to help them trust that the information we’re providing is meaningful. We understand you, and we’re here to help you.”

Events like Lily’s mobile clinic help remove at least one major barrier: access. Women can sign up online, confirm eligibility, and book a time slot in advance. After the screening, results are mailed directly to them and a healthcare provider calls to explain the results. If follow-up care is needed, patients are guided to clinics—many of which offer low-cost or free services for those without insurance.

The power of early detection

At the heart of Lily’s 99 campaign is a powerful statistic: when breast cancer is detected early and localized, the five-year survival rate can be as high as 99%.

“That’s what the 99 campaign is about,” Larios says. “It’s a reminder that early detection really does make a difference. It saves lives.”

That message is resonating far beyond the mobile mammogram clinic.

“You have no idea how many people have stopped and said, ‘I’m a survivor. I understand what it is to go through this,’” Larios shares. “We’ve had people come over crying, telling their stories. It’s been a wonderful experience—but also a very emotional one.”

While initiatives like this help expand access, Larios emphasizes that screenings shouldn’t be a one-time event tied to a major weekend.

“I think it’s important for any woman—especially if they’ve had breast cancer in their family—to talk to their doctor,” she says. “Every state differs on when you can start getting yearly mammograms depending on your insurance. But you should always have that conversation, especially if you have a history.”