BreastScreen NSW: Prioritising Lives, One Screening At A Time

The Challenge

In NSW, not enough women aged 50-74 are taking part in the government’s free breast screening program. 

BreastScreen NSW sought a revitalised social media strategy to adapt to the ever-changing social media landscape of evolving algorithms and content formats and enhanced geotargeting opportunities within regional areas. This adaptation is vital as new generations enter the screening range.

SOLUTION

I spearheaded a new strategy for Facebook and Instagram, backed by comprehensive formative research and insights, tailored towards Metropolitan and Regional NSW women as well as CALD and Aboriginal Australian audiences all with unique perspectives and motivations. 

Content focused on highlighting the threat and personal susceptibility of breast cancer, addressing the barriers, fostering community and reassuring the benefits, and was supplemented with direct prompts and reminders to book.

"Alex consistently goes above and beyond in his work, demonstrating a level of dedication and creativity that is truly commendable. When tasked with generating content ideas, Alex would not only meet the brief but exceed expectations by delivering a comprehensive list of innovative concepts backed by reasoning, platform/creative stats and all other relevant insights and justifications."
Isabella Batkovic
Cancer Institute NSW

Outcomes

Metrics are confidential but we are above targets and KPIs Most importantly, more women are empowered, cancers are detected early and lives are saved.  

For more information, visit: https://www.breastscreen.nsw.gov.au/campaigns/social-media-campaign/

Client: Cancer Institute NSW
Agency: 303 MullenLowe
Media Partner: OMD

Clients: Isabella Batkovic, Jessica Kesby & Camilla Hercus
Business Directors: Jono Yates & Karen Nichol
Designers and Animators: Martin Ansley & Candela Schmidt

My Latest Work

Your Social Media Success Story Begins Here

Book a free discovery call to discuss your objectives and how I can help!