BreastScreen NSW

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.