Each year approximately 2300 New Zealand women develop breast cancer. Around 630 women die each year, making this the leading cause of cancer deaths in New Zealand females.

The aim of BreastScreen Aotearoa is to reduce the number of women developing and dying from breast cancer by identifying cancers at an early stage, allowing treatment to begin sooner than might otherwise have been possible.

Why do we need a campaign?

The last significant national communications campaign was the “Celebration of Women” campaign, which ran from 2002 until 2004, just before the eligible age range for free breast screening was extended. The age range was extended from 50-64 to 45-69.

Research shows it is time for a new campaign with strengthened messages about the importance of breast screening. The campaign focuses on Maori and Pacific women, who are more likely to die from breast cancer. Regular screening can help reduce the number of Maori and Pacific women who die from breast cancer.

BreastScreen Aotearoa's target is to screen 70 percent of eligible women.

Current rates for the 24 months to May 08 for women aged 50-69 are:

• Maori  47 percent
• Pacific  50 percent
• Other  66 percent.

Who is the campaign for?

The target audience for the campaign is Maori and Pacific women aged between 45-69, who have never been screened or who do not have screens regularly (every two years).  The campaign also hopes to spread the message to family, friends and community members who support and influence these women. While the advertising is specifically focused on Maori and Pacific women, it is likely to make all women more aware of the need to have regular breast screens.

A campaign that simply targeted all women would be unlikely to significantly increase the percentage of Maori and Pacific women having breast screens, which would further widen the gap between these groups.

How were the advertisements developed?

The television advertisements have been developed after extensive research with Maori and Pacific women. The research showed women liked straightforward messages, which removed any mysteries associated with screening. They also liked the balance of support, guidance and leadership found in the advertisements, and being addressed as a group rather than individuals. Research was done to establish benchmark levels for awareness, attitudes and behaviours among women aged 45 to 69 years, particularly amongst Maori and Pacific women.

What are the campaign messages?

The campaign, which includes television, radio and print advertising, seeks to raise awareness about breast screening, increase understanding of the benefits of early detection and two-yearly screening. It also seeks to dispel myths and reduce barriers that stop women from being screened. The messages in the campaign are straightforward, supportive and informative. Maori and Pacific women feature throughout the ads. The ads encourage women to make an appointment to have a breast screen, and tell them how to do this.

Who has been involved in the development of the campaign?

The campaign is developed by the National Screening Unit. The advertising agency producing the advertisements and assisting with public relations is GSL Network.