Following a competitive pitch, 303 MullenLowe,
Sydney has been appointed by the Cancer Institute NSW to help raise
awareness of the importance of free breast screening through
Many women don't realise breast cancer is the
most common cancer in females, and that the risk of breast cancer
increases with age. Women over the age of 50 are eligible for a free
breast screen every two years, yet many don't take up this offer
thinking that breast cancer is something that happens to other people -
particularly if they don't have a family history of breast cancer.
BreastScreen NSW has tasked 303 MullenLowe with developing a campaign
that not only raises awareness of the fact that nine in ten women who
develop breast cancer do not have a family history - but more
importantly prompts them to have a mammogram.
Says Georgie McGarr (left), group business director, 303 MullenLowe: "We are looking
forward to working with BreastScreen NSW to help women who currently
don't see breast screening as a priority realise that screening is a
crucial part of their health journey."
Says Samantha Raheb, social marketing and campaigns coordinator at the Cancer Institute NSW:
"Research has shown that there is an optimism bias that results in women
thinking their risk of developing breast cancer is low. 303
MullenLowe's ideas were effective at prompting women to reconsider their
existing beliefs about breast cancer and screening. We hope to make a
real difference working together on this campaign."
NSW is coordinated across the state by the Cancer Institute NSW. It is
part of the national BreastScreen Australia program, which is jointly
funded by the Commonwealth, state and territory governments. The service
aims to detect breast cancer early, when treatment is most successful.