Three new television commercials are being developed for BreastScreen Aotearoa (BSA) and will go to air in February 2012.
BSA programme leader Barbara Irwin says the current campaign is now over three years old and it is time for a refresh.
“We are very pleased with the performance of the current campaign – it has been well received and has contributed to an increase in the number of Maori and Pacific women having breast screening.
“The refreshed campaign will aim to continue this success, by increasing understanding of why breast screening is important and motivating women to have regular screening every two years.”
Several concepts for commercials have been tested with priority audiences, including Maori and Pacific women and their whanau/aiga. The concept that received the most support at testing features two well-known women – one Maori and one Pacific – going to different places and talking to women and men about breast screening.
The commercials:
· encourage women to go for breast screening and stress the importance of finding cancer early
· encourage men to take some responsibility for the health of the women in their lives
· demystify the process of having a mammogram (identified as a key barrier to women not being screened).
Barbara Irwin says the commercials will continue to use humour – an approach that has worked extremely well.
“Although around 70 percent of the eligible population are now being screened, Pacific and Maori audiences are still behind at 66.4 percent and 61.1 percent respectively.
“The use of humour has been very successful in reaching this key audience. We want to build on this success, with a focus on providing information about the importance of finding breast cancer early.
“We also want to motivate women aged between 45 and 69 to take action – to make an appointment and be screened, and to understand the importance of continuing to have breast screening every two years.”
Source: Screening Matters Issue 32, December 2011. Newsletter of the National Screening Unit.
