A Breast Cancer Detection Awareness Program (BCDAP) was conducted in Western New York during the spring of 1987 in conjunction with a national effort by the American Cancer Society. The importance of screening mammography was promoted by public education through the media combined with promotion of breast cancer screening services available from 26 health care providers. Women were instructed to call a hot line to receive a coupon for a low-cost mammogram, if eligible to participate. A provider directory was included to facilitate scheduling appointments. The program resulted in 6,355 women requesting a coupon. From this population 3,178 women utilized the coupon to receive a mammogram. Although the screening rate of 50% was encouraging, approximately half of the callers to the hot line did not receive a mammogram. To increase the screening rate in future programs, it would be useful to determine why some women did not take advantage of the discount coupon.