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BreastScreen NSW

Campaign art direction, Photoshoot


New South Wales, Australia

The “Not in My Family” campaign was developed to disrupt Australia’s belief system about breast cancer and encourage urgent action. As art director I selected regular breast screeners from local NSW suburbs to be the face of the campaign. The objective was to reach a broad ethnic group who are notorious under-screeners.


We enlisted renowned Sydney photographer Simon Harsent to capture a series of portraits, with the objective to make women feel comfortable and empowered.


The “Not in My Family” campaign contributed to a 20% increase in breast screen bookings that year, the highest ever seen across the state.

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