As more women age into the at-risk group for breast cancer, there’s a growing need to raise awareness of breast health, education on the screening process, and promote the services of BreastScreen Victoria. As more than 75% of breast cancers occur in women over 50, these important free health checks are lifesaving for women between 50 and 74 years old.
To combat these risks and help increase first-time bookings, BreastScreen Victoria wanted to put their brand ambassadors center stage – encouraging women to make their screen debut.
In developing the ‘Make Your Screen Debut’ campaign platform, SGY needed to craft clear and simple messaging, while the visuals have a sense of warmth and positivity. Insights from the target tell us there is significant anxiety around booking the first screen appointment. We were able to draw on real examples to bring the campaign concept to life with appropriate art direction, campaign messaging, and photoshoot production (with video support). The look and feel of the campaign must champion the talent and their stories.
This is an ambassador lead program, with a group of talent sharing their insight and story of booking their first screen.
SGY was engaged to develop, produce, and execute an idea that BreastScreen Victoria knew would resonate with their audience.
- Development, copywriting, and design of campaign concept
- Scriptwriting and storyboarding
- Production management
- Stills photography and videography art direction
- Execution and finished art
With the campaign set to feature across OOH, pre-roll video, website, and paid and organic social, we look forward to reporting on the measurable impact this work makes for BSV’s awareness and booking numbers.
- 3,739,454 impressions
- 1,012 clicks
- 0.29% click-through rates