Screening early to stop cancer and save lives

Breastscreen Victoria

One in nine women will get breast cancer in their lifetime. Research shows that breast screening, in combination with improving cancer treatment, saves lives. Our social media campaign to highlight the benefits of regular screening started with personal stories from two of Victoria’s most familiar female faces.

In 2012 BreastScreen Victoria (BSV) engaged Fenton to develop an evidence-based social marketing campaign to increase the number of women being screened.

Based on significant qualitative and quantitative research and an assessment of international social marketing campaigns, Fenton developed an integrated campaign targeting women over 50 who had never had breast screens or had not been screened in more than two years.

The creative approach was to present compelling facts and personal stories delivered by trusted public spokespeople with regular reinforcement through a strategic mix of channels.

There was strong integration between public relations and advertising components, with the strategy focused on reaching women in their homes, across multiple targeted mediums and a combination of earned, paid and owned content. The advertising featured carefully selected spokespeople in Jo Hall and Evonne Cawley, with Jo Hall appointed as campaign ambassador.

The campaign activities included direct mail to target consumers, leveraging corporate partnerships and strong engagement with health influencers and stakeholders.

The campaign achieved far higher participation rates than originally targeted. The 2012–13 period set a record for the highest number of annual breast screens ever conducted by BSV.