BreastScreen NSW appoints 303MullenLowe as creative agency following a competitive pitch

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 BreastScreen NSW.

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.”

BreastScreen 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.