BREASTSCREEN NSW

BreastScreen NSW sought to transform how its target audience perceives the program—shifting from viewing it as just another government-run medical service to seeing it as an engaging, personalized initiative for women. Currently, about 50% of women in the target age group across NSW participate in this free, government-funded program.

Drawing on comprehensive quantitative research within this demographic, a refreshed and revitalized brand campaign for BreastScreen was developed. This brand update aimed to motivate NSW women by moving away from the original soft, muted colors and typical breast screening themes, instead embracing a look that resonates with confident, empowered women.

At its core, the creative concept serves as a contemporary platform designed to raise awareness and boost participation among the target audience. Visually, the campaign uses graphic shapes and overlays to build a distinctive system that doesn't rely solely on photography. Bold, statement-driven language combines with friendly, open typography to create a simple yet striking message.

The women featured in the campaign are diverse in age and background, portrayed as relaxed, empowered, and trustworthy—representing relatable, everyday women.