NSW
BreastScreen NSW has partnered with an Aboriginal creative agency to create a multi media campaign aimed at boosting breast screening rates in First Nations women.
The campaign encourages Aboriginal women to prioritise having a breast screen every two years from age 40. The second stage of the ‘StayHealthy for You and Your Mob’ campaign features an Aboriginal woman with breast cancer in TV advertisements for the first time.
The ad includes a powerful story from Gomeroi woman, Jacqui Nean Kahn (pictured in the advertisement), who shares how a routine breast screen saved her life. The campaign is now running across a variety of media channels including television, radio, print, and screens in Aboriginal health services.
“We know that for varied and complex reasons, Aboriginal and Torres Strait Islander women are diagnosed on average four years younger, have more advanced cancer at diagnosis and are underrepresented in routine breast screening,” said NSW Chief Cancer Officer and CEO Cancer Institute NSW, Professor Tracey O’Brien AM.
“It was important that we partnered with Aboriginal women to develop a campaign that would resonate with the Aboriginal community and encourage them to screen, not only for themselves but for their families.
“We are thankful to the countless women involved in bringing this important campaign to life and encourage Aboriginal and Torres Strait Islander women to have a regular breast screen because early detection can truly save lives.”
The campaign’s development sought out consultation with the Aboriginal community, including through an advisory panel of Aboriginal women to ensure the message resonated with its target community.
“The development of the Stay Healthy for You and Your Mob campaign centred around feedback from Aboriginal women, and I thank them for working with us to spread the message that screening saves lives,” said Minister for Aboriginal Affairs and Treaty and Minister for Medical Research, David Harris.
“It’s pleasing to see more Aboriginal women are screening, but we need to see screening rates continue to improve and we are committed to listening to and working with Aboriginal communities to reduce the impact of breast cancer.
“By working with Aboriginal communities to encourage more Aboriginal women to get a breast screen it will help us close the gap by helping to improve health outcomes for Aboriginal women,” he said.
BreastScreen NSW recommends:
- Aboriginal and Torres Strait Islander women have a mammogram every two years from age 40;
- Anyone with breast symptoms should contact their GP or health worker without delay;
- Any woman with a family history of breast cancer should discuss their needs with their GP.
BreastScreen NSW is a free service. Screening is performed by female staff, takes less than 20 minutes and no doctor’s referral is needed.
BreastScreen NSW aims to provide a safe place of care. To book in a breast screen, call 13 20 50 or book online at breastscreen.nsw.gov.au.
The ‘Stay Healthy for You and Your Mob’ campaign can be viewed here: https://www.breastscreen.nsw.gov.au/campaigns/stay-healthy-for-you-and-your-mob/.
