Mass Media Campaign Success

Published 5 November 2012 By administrator
Mass Media Campaign Success

BreastScreen Victoria's inaugural seven week media campaign has surpassed all expectations and generated thousands of additional calls into the call centre.
 
TV, radio and online advertisements successfully encouraged an additional 8985 women to make the call, which converted to an additional 8,138 bookings.

Online bookings throughout the campaign boosted the total to 9,898 appointments made.

"Our aim at the outset of the campaign was to generate 6500 extra phone bookings, so I'm thrilled with the result," said BreastScreen Victoria CEO Vicki Pridmore.

The campaign featured tennis champion Evonne Goolagong-Cawley and Channel 9 newsreader Jo Hall.

The ambassadors presented the facts about breast cancer and screening and encouraging women to make a booking. The advertisement also tackled some myths about breast cancer.

Messages outlined include:

  • One in 9 women will be diagnosed with breast cancer
  • 75% of women diagnosed are aged over 50
  • Women are still at risk without a family history of breast cancer. The main risks are being a woman and aged over 50
  • A mammogram every two years is the best way to detect breast cancer early
  • The service is free and staff are female
  • To book call 13 20 50 or go online to www.breastscreen.org.au

The campaign messages were chosen following extensive testing with women who are under screeners.

Melbourne breast cancer survivors Shelley Pascoe and Kathy Doerre shared their stories as part of the campaign and encouraged other women to have a regular mammogram.

BreastScreen targets asymptomatic women aged 50-69 to attend for a mammogram once every two years as 50% of women diagnosed with breast cancer are in this age group, however, women aged 40 and over are also eligible for a mammogram with BreastScreen Victoria.

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