The occurrence of Breast Cancer (BCa) among women worldwide is increasingly alarming. Studies have reported that 1 in 20 women have a chance of getting BCa in their lifetime. At present, the number of women who undertakes Breast Self-Examination (BSE) is considerably low due to a lack of awareness and ignorant behaviour. This study investigates the effect of promotional health material’s messages as a stimulus that emphasises the direction of the loss frame messaging, the tonality of the message, and the focus (either on oneself or others) in encouraging early cancer detection practices. Quantitative data were collected from 378 women aged above 18 years in Malaysian public universities. We used structural equation modelling (SEM) to analyse the data and test the hypotheses. Our results revealed the direction and focus of loss-framed messages have positive effects on the practice of BSE’s intention. Interestingly, tonality was observed with no positive effect on the intention.