NOT IN MY FAMILY CAMPAIGN
Client: BreastScreen NSW
Brief: Not in My Family Campaign
Location: Sydney, Australia
Media Channels: Press, social, OOH, DOOH, TV
After rigorous market research and robust concept ideation, the “Not in My Family” campaign was developed to disrupt Australia’s belief system about breast cancer and encourage urgent action.
My role as art director in implementation was to select regular breast screeners from local NSW suburbs to be the face of the campaign, with an objective to reach a broad ethnic group who are notoriously under-screeners. It’s important that BreastScreen communications make all women feel comfortable and the brand to feel approachable, so I created a new brand identity leveraging BreastScreen’s existing colour pallet by adding warmth with a spectrum of skin tones.
Enlisting the renowned Sydney photographer Simon Harsent, we wanted to created a campaign using a series of portraits of women. The objective was to make women feel empowered, and to rethink what they thought they knew about breast cancer.
BreastScreen NSW’s “Not in My Family” campaign achieved key government KPIs across the board, contributing to 20% increase in BreastScreen bookings year-on-year across New South Wales, including record breast screen bookings across the state.
Digital bus stop OOH
Social media profile assets
Examples of social content I concepted and animated using After Effects.
1080 x 1080px and 1200 x 628px static digital banners for social media.
We shot a suit of regular screener testimonials for social and online. I used After Effects and Premier Pro.
I put together a forty two page style guide for their new campaign.
The book was distributed across BreastScreen NSW's marketing network.