Breast screening media campaign gets a re-screen!

Video screenshot of the Stay in the Picture campaign.
Video screenshot of the Stay in the Picture campaign.
A media campaign encouraging more wahine Māori to participate in breast screening has been brought back to the “screen.”

The Stay in the Picture campaign was originally created by Breast Screen Counties Manukau in 2017, as part of a wider strategy to engage wahine Māori on the importance of breast screening and raise participation rates amongst this priority audience.

Following a positive response to the original campaign, the National Screening Unit has recently re-launched the media campaign from this February through to May 2019, to help address the current equity gap in breast screening coverage for wahine Māori. Coverage for this priority group is at 66.3% (December 2018), well below the target rate of 70%, with Māori women more likely to die from breast cancer than non-Māori. 

The 2017 media campaign was re-released during Te Matatini ke ti Ao 2019 to maximise the opportunity to reach the increased numbers of Māori engaging with Māori media during this event.

The campaign includes TV commercials on Māori TV, advertising across 21 iwi radio stations (in English and Te Reo) and interviews on radio and TV with spokespeople from Māori health collective Mana Wahine. The TV advert will also be promoted through Māori TV and iwi radio social media channels during this time.

View the TV advert: Breast Screening Aotearoa – Stay in the Picture.

The NSU would like to encourage providers, DHBs and those working health and community sectors to share the campaign and leverage this campaign with their local communities through their Facebook pages, newsletters or other channels.

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Page last updated: 03 April 2019