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.
