breast screen australia early detection campaign
+ ideation and concept
+ client presentation
+ art direction
+ typographic overlays
+ project management
+ copy brief
+ styling direction
+ print design and finished art
BreastScreen Australia is a combined state, territory and Australian Government initiative to raise awareness for free breast screening for all Australian women between 40 and 74 years of age.
As part of a 5 part video series and print campaign we began by joining media personality Deborah Hutton as she gets a mammogram with the aim to de-mystify the process.
The series included Deb debunking breast cancer myths with a 2nd video interview with Vicki Pridmore the CEO of BreastScreen Victoria about common misconceptions around breast cancer and checks.
The series connected with Australian women through the brave individual stories of Rachel, Indira and Gladys who also shared their experiences in print and video.
The Australian Women's Weekly
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+ videography and editing Mitch Payne
+ photography Alana Landsberry
+ production Roxy Holder
+ styling Leda Ross