Tag: Cancer Institute NSW

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.

 

video

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.

Biyarni artwork by Jasmine Sarin

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.

NSW Aboriginal Breast Screen Print Advertisement

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.

NSW Aboriginal Breast Screen Campaign

The brief  

Every Vape is a Hit to Your Health, is a multi-year campaign being delivered by the Cancer Institute of New South Wales, to encourage young peoples to consider the proven health harms of vaping and provide a range of support pathways. 

It comes as the latest NSW Population Health Survey shows current vaping among people aged 16-24 has significantly increased to 16.5 per cent in 2021-22, up from 4.5 per cent two years prior.  

33 Creative were engaged to support the campaign through the development and oversight of materials exclusively for Aboriginal and Torres Strait Islander young peoples.  

video

The approach  

Given their expertise and active engagement in the space, we embraced a collaborate approach with Na Joomelah – a dedicated Tackling Indigenous Smoking (TIS) team based in La Perouse, NSW.   

By partnering with Na Joomelah, we were able to best support the Every Vape is a Hit to Your Health campaign with culturally informed perspectives and localised strategies, tailored to effectively engage Aboriginal and Torres Strait Islander young peoples in the state.  

It was clear from the beginning, both our teams were passionate about using strength-based message to empower our community to make informed choices about their health and well-being.  

Video and Creative Production

To support the campaign, we created two 15-second video products for use across YouTube and social media platforms. The videos featured TIS Project officers and took place in local community centres to align most strongly with the community.Our aim was to increase the self-efficacy of Aboriginal and Torres Strait Islander young peoples through promoting alternatives to vaping such as traditional healing practices and holistic wellness approaches.  

For further resources visit the Vaping Resource Hub.

Digital information hub for health workers and communities

On behalf of Cancer Institute NSW, 33 Creative worked with Aboriginal health organisations, workers and community members, as well as the wonderful Danika at Neat Copy, to develop a new Helping Mob Live Healthy and Prevent Cancer toolkit.

Cancer Institute NSW digital information hub

33 Creative used their strong community connections to recruit and facilitate consultations with Aboriginal Health Workers and the community, in order to gain insight into the community knowledge and needs of the resources to be developed.

Cancer Institute NSW were open to early conversations to ensure that their approach to developing resources was as effective as possible, ensuring Aboriginal Health Workers and the community were informed, equipped and supported in navigating cancer prevention, screening and treatment for Aboriginal communities in NSW. Cancer Institute NSW later looped back with a second round of consultations to test the draft resources, based off the findings of the first consultations. This early and continuing dialogue is vital in creating resources that are of effective use and interest to target audiences.

We thank all consultation participants for their input in creating useful resources to support services for mob.

Visit the website to view the toolkit, share it with family and friends so that its availability is known. Together, we can help find, treat and prevent cancer in our communities ensuring our mob lead Healthy Lives.