303 MullenLowe has been appointed by the Cancer Institute NSW to to help raise awareness of the importance of free breast screening through BreastScreen NSW.
The agency’s first work is confronting. That’s a good thing. It’s about finding the 2000 women in NSW who have breast cancer (statistically) but just don’t know it yet.
400,000 women in NSW are not having regular mammograms, which means 2000 may have breast cancer without realising. Most people don’t know that breast cancer is the most common cancer in NSW women, accounting for 28% of all new cancer diagnoses in women in 2010. One in eight women in the state will develop breast cancer by the age of 85.
This week, the BreastScreen NSW campaign will be focusing on 10 regional areas across the state:
- Campbelltown – there are approximately 50 women with breast cancer who have not been screened
- Blue Mountains – approximately 50
- Auburn – approximately 30
- Canterbury – approximately 50
- Sydney City – approximately 50
- Central Coast – approximately 120
- Bondi – approximately 20
- Maitland – approximately 20
- Far West – approximately 10
- Northern Rivers – approximately 100
303 Mullen Lowe’s job is to make women more aware of the incidence of breast cancer, particularly those aged between 50 and 74, who make up 60% of all breast cancer diagnoses in NSW.
And importantly, convince them to have a mammogram.
“There’s an interesting optimism bias that makes many women assume they don’t need to worry about developing breast cancer. We’re looking forward to working with BreastScreen NSW to reverse this bias and prompt women to take action sooner. We hope to make a real difference together,” stated Nick Cleaver, chief executive officer of 303 MullenLowe.
