Frost*collective replaces fear with courage and triumph for Breastscreen NSW

Breast cancer is frightening and mammograms are uncomfortable.

These are two of the reasons people avoid getting screened. Especially women 50-74.

But screening saves lives. Frost*collective job was to triumph over the emotion of fear for Breastscreen NSW. And it did so with an emotional campaign, a series of personal video stories, that not only provide information to mitigate the fear of treating breast cancer, but also replaces the emotion of fear with those of courage and triumph.

One in eight women in NSW develop breast cancer in their lifetime. 75% of women diagnosed with breast cancer are over the age of 50 and early detection of breast cancer is key to improving outcomes. The video stories set out to emphasise the importance of mammograms as part of women’s regular health checks.

Frost*collective worked with BreastScreen NSW and producer, Rachel Knepfer, director/photographer, Hugh Stewart, and Director of Photography/Editor, Mark Pugh, to create four video case studies featuring breast cancer survivors.

Each highly relatable video captures a unique screening journey. The women speak directly to camera to intensify their messages as they share their deeply personal experiences with cancer.

The strength of each breast cancer survivor, and the rawness of emotion that each displayed was palpable,” stated Hugh Stewart.

“Each of our video subjects bravely and openly laid bare their vulnerabilities. It was incredible hearing individual stories and fears articulated so clearly, and the intensity of their appreciation of their families and their lives, renewed. This was one of the most emotionally touching projects I’ve done, and I truly hope this work helps to educate, empower and promote regular breast screening amongst all women.”

Alex Dalmau, associate design director, Frost*design added, “It’s rare to meet someone who hasn’t been touched by breast cancer, so to be able to contribute to the conversation creatively, and hopefully to make a difference, is humbling.”

The over-arching message is reassuring – that the most effective way for women over 50 to detect breast cancer early is to have a mammogram every two years.

Samantha Raheb, social marketing and recruitment coordinator at BreastScreen NSW commented, “It is essential that women hear the stories of other women when it comes to the importance of regular breast screening. The women in these videos are united by a common experience – told in way that will encourage others to take action when it comes to their breast health. These videos are an extremely valuable asset to BreastScreen, the Frost team were professional from start to finish, so it is no surprise that we are so happy with the final outputs of the partnership.”

Nest Frost*collective’s digital agency, Nest, refreshed and updated the breastscreen website to enhance user experience, adding a suite of engaging content including videos, infographics and icons.