1. Why are new BreastScreen Aotearoa (BSA) commercials being introduced?
2. What do the new commercials feature?
3. What are the objectives of the refreshed campaign?
4. Why does the campaign use humour?
5. What are current screening rates for Maori and Pacific women?
6. Who are the priority audiences for the new commercials?
7. Why is the advertising focused on Maori and Pacific women?
8. What research was carried out before the development of the commercials?
9. How were the new commercials tested?
10. How many women are diagnosed with breast cancer each year?
11. How many women die from breast cancer each year?

1. Why are new BreastScreen Aotearoa (BSA) commercials being introduced?

The current BSA campaign is now over three years old and the TV commercials and other advertising materials need refreshing. The refreshed creative approach will be used to build on and continue the success of the current campaign.

2. What do the new commercials feature?

Three new commercials have been developed, featuring well-known personalities Ella Henry and Whetu Fala. Ella and Whetu go to different settings and talk to women and men about breast screening. These settings are a dairy farm, a building site and a mobile breast screening clinic.

3. What are the objectives of the refreshed campaign?

Objectives are:

• educate women on the importance of finding breast cancer early, by increasing understanding of why breast screening is so important
• create action – motivate women to make appointments, and be screened 
• create regular action – increase understanding of the importance of regular breast screening every two years.

4. Why does the campaign use humour?

The use of humour in National Cervical Screening Programme (NCSP) advertising has been very successful, with the commercials having high recall and approval. Research with priority women, carried out before the development of the new BSA commercials, suggested the use of humour would also work well for this campaign.

5. What are current screening rates for Maori and Pacific women?

Although around 70 percent of the eligible population are now being screened through BreastScreen Aotearoa, Maori and Pacific audiences are still behind at 62 percent and 68.3 percent respectively. Increasing the number of Maori and Pacific women having regular mammograms therefore remains a priority.

6. Who are the priority audiences for the new commercials?

Priority audiences for the campaign are Maori and Pacific women who are in the target age range of the programme (45 to 69) and who have never had breast screening or who are not screened regularly (every two years).

Other audiences are: family, friends and community members who support and influence these women.

7. Why is the advertising focused on Maori and Pacific women?

The new commercials continue BSA’s focus on unscreened and under-screened Maori and Pacific women. This is because these groups have lower breast screening rates than other women.

BSA and NCSP figures show screening for all audiences increases when there is a focus on Maori and Pacific audiences.

8. What research was carried out before the development of the commercials?

Before the commercials were developed, research about women’s views on and knowledge of breast cancer and screening was carried out with priority women.

Comments included:

• ‘give it to us straight’ and use our language
• be more direct, challenge women to have their breast screening
• show women the process of having a mammogram – take away the fear of the unknown.

9. How were the new commercials tested?

Three quite different concepts for the new commercials were tested would groups of Maori and Pacific women. All three had an impact, but the Ella and Whetu concept received overwhelming support, with women who previously had no intention of having a mammogram saying they were motivated to go after viewing these ads.

10. How many women are diagnosed with breast cancer each year?

Over 2700 women.

11. How many women die from breast cancer each year?

About 600 women.