The NSW Government has partnered with Aboriginal women to create a multi media campaign, aimed at boosting breast screening rates.
The campaign encourages Aboriginal women to prioritise having a breast screen every two years from age 40, which is the best way to detect breast cancer in its earliest stages.
Developed by BreastScreen NSW together with an Aboriginal creative agency, the second phase of The 'StayHealthy for You and Your Mob' campaign features Aboriginal women with breast cancer in TV advertisements for the first time.
The advertisement includes a powerful story from Gomeroi woman Jacqui Nean Kahn, who shares how a routine breast screen saved her life. The campaign is now running across a variety of media channels including television, radio, print, and screens in Aboriginal health services.
The campaign's development included consultation with the Aboriginal community, including through an advisory panel of Aboriginal women to ensure the message resonated with its target community.
Almost 45 per cent of Aboriginal women in NSW aged 50-74 are up to date with their breast screen. Since Cancer Institute NSW's Putuwa project began in 2023, participation rates for Aboriginal women in NSW aged 40 - 49 have more than doubled (7.8 per cent vs 18.7 per cent).
This campaign follows on from the Putuwa project, an Australian first NSW initiative that reduced the recommended screeningcommencement age for Aboriginal women from 50 to 40 years amid other measures to improve the cultural safety of the BreastScreen NSW service.
BreastScreen NSW recommends:
- Aboriginal and Torres Strait Islander women have a mammogram every two years from age 40.
- Anyone with breast symptoms should contact their GP or health worker without delay.
- Any woman with a family history of breast cancer should discuss their needs with their GP.
BreastScreen NSW is a free service. Screening is performed by female staff, takes less than 20 minutes and no doctor's referral is needed.
BreastScreen NSW aims to provide a safe place of care. To book in a breast screen, call 13 20 50 or book online at breastscreen.nsw.gov.au.
The 'Stay Healthy for You and Your Mob' campaign can be viewed here: https://www.breastscreen.nsw.gov.au/campaigns/stay-healthy-for-you-and-your-mob/
Minister for Aboriginal Affairs and Treaty and Minister for Medical Research David Harris said:
"The development of the Stay Healthy for You and Your Mob campaign centred around feedback from Aboriginal women, and I thank them for working with us to spread the message that screening saves lives.
"Breast cancer is the most common cancer in Aboriginal women in NSW but the good news is that screening can detect cancers before they can be seen or felt, and when found early, almost all breast cancers can be successfully treated.
"It's pleasing to see more Aboriginal women are screening, but we need to see screening rates continue to improve and we are committed to listening to and working with Aboriginal communities to reduce the impact of breast cancer.
"By working with Aboriginal communities to encourage more Aboriginal women to get a breast screen it will help us close the gap by helping to improve health outcomes for Aboriginal women."
NSW Chief Cancer Officer and CEO Cancer Institute NSW, Professor Tracey O'Brien AM said:
"We know that for varied and complex reasons, Aboriginal and Torres Strait Islander women are diagnosed on average four years younger, have more advanced cancer at diagnosis and are underrepresented in routine breast screening.
"It was important that we partnered with Aboriginal women to develop a campaign that would resonate with the Aboriginal community and encourage them to screen, not only for themselves but for their families.
"We are thankful to the countless women involved in bringing this important campaign to life and encourage Aboriginal and Torres Strait Islander women to have a regular breast screen because early detection can truly save lives."
Yeena Thompson, Aboriginal woman who was diagnosed with breast cancer aged 48 said:
"We know that if we discover cancers early there's a good chance that we will recover and be around to look after our families, to look after our elders, see our grandchildren grow, tell our stories and share our histories."
"Breast cancer is not just an older woman's disease and it's so important to get screened once you turn 40. I would encourage Aboriginal women to go along with other Aboriginal women as I did - it's a good opportunity to discuss your fears and worries and the importance of looking after yourself, for you and your family."
