The Australian Government has increased its commitment to the early detection of breast cancer by expanding the BreastScreen Australia target age to include women 70-74.
The BreastScreen Australia campaign supports the expansion through activities designed to inform women of the changes and encourage their participation in the program. The campaign was launched in 2015.
Campaign objectivesThe objectives of the BreastScreen Australia campaign are to:
- inform women that the program is expanding
- increase the level of participation in the program among women aged 70-74
- maintain the level of participation in the program among women aged 50-69
Materials for Aboriginal and Torres Strait Islander peoples
- Print ad
- Radio ad
- Podcasts - Case studies
- Resources translated into Arrernte
- Resources translated into TSI Creole
- Resources translated into Warlpiri
- Resources translated into Pitjantjatjara
Materials for culturally and linguistically diverse audiences
ResearchDevelopmental research was undertaken in March 2014 with women and health professionals to explore underlying perceptions, motivations and barriers to breast screening and the communication needs of the target audience. This research informed the development of the communications strategy for the BreastScreen Australia campaign.
Research Report: Campaign Developmental Research for Breast Screening (Word 2692 KB)
Research Report: Campaign Developmental Research for Breast Screening (PDF 695 KB)
Evaluation research was undertaken in May-June 2015 to measure current levels of awareness, attitudes, knowledge, behaviour and intentions about breast cancer and breast cancer screening and the impact of the campaign.
Research Report Campaign Evaluation Research for Breast Screening (Word 843 KB)
Research Report: Campaign Evaluation Research for Breast Screening (PDF 843 KB)