NSW Aboriginal Breast Screen Campaign
Working with the Cancer Institute NSW, 33 Creative developed a culturally grounded awareness campaign, Stay Healthy for You, and Your Mob to encourage Aboriginal women aged 40 and over to undertake regular breast screening.
The creative response was shaped through deep consultation and co-design with Aboriginal women across metropolitan, regional, and remote NSW. Guided by their lived experience, the campaign celebrated strength, community and self-care, ensuring women could see themselves and their stories reflected in every element.
Our approach centred on cultural safety, authenticity and empowerment. We developed multiple creative concepts, based on the beautiful Biyarni artwork by Jasmine Sarin, validated through community feedback before finalising a multichannel campaign featuring relatable First Nations talent, storytelling, and community settings.
From scripting and filming using First Nations talent, through to photography and cross-platform rollout, maintaining consistency and integrity across paid and earned media. 33 Creative collaborated closely with OMD and the Cancer Institute NSW to maximise reach, engagement, and impact.
The campaign achieved a significant uplift in First Nations breast screening participation within the first year of airing, outperforming general population participation data. Ongoing success lies in continuing to embed trusted community talent and engagement to reach women who have not yet screened, strengthening cultural safety and long-term health outcomes.
33 Creative is appreciative of the opportunity to work on such an important health campaign for our communities, keeping our mob healthy.
Visit the campaign website for more information.
