Breast cancer is the most common cancer in Australian women. One in eight women will be diagnosed with breast cancer in their lifetime.

Screening and early detection offer a better chance of treating and surviving cancer. The Australian Government recently announced changes to the BreastScreen Australia Program which will see more Australians eligible for free cancer screening.

Previously free testing via BreastScreen Australia was available to women aged between 50 – 69 years of age. Now, the eligible age group for women has been extended to also include those aged 70 – 74 years.

The Department of Health engaged Etcom to get this important news to women from culturally and linguistically diverse backgrounds. Etcom’s strategy took into account key barriers to screening for some women including embarrassment, cultural beliefs and low awareness and understanding of cancer causes and treatment. Our strategy included both advertising and community outreach, using community influencers. Etcom translated all advertising materials, recruited community opinion leaders, engaged in an outreach campaign to reach general practitioners in highly diverse suburbs and managed the publicity information campaign.

Campaign Details

Client Department of Health
Media Print, digital, social media, flyers, publicity
Languages Italian, Greek, Cantonese, Mandarin, Arabic, Croatian, Spanish, Vietnamese, Macedonian