BreastScreen NSW: Prioritising Lives, One Screening At A Time


Guiding BreastScreen NSW’s always-on social media presence, amplifying awareness of the government’s complimentary breast screening program for women aged 50-74 and emboldening them to champion their health.

The Challenge

In NSW, not enough women aged 50-74 are taking part in the government’s free breast screening program. 

BreastScreen NSW sought a revitalised social media strategy to adapt to the ever-changing social media landscape of evolving algorithms and content formats and enhanced geotargeting opportunities within regional areas. This adaptation is vital as new generations enter the screening range.


As a freelance social consultant within the 303 MullenLowe agency team, I have been working with the institute to spearhead their always-on social media content across Facebook and Instagram.

This includes content calendar development backed by comprehensive formative research and insights, tailored towards Metropolitan and Regional NSW women aged 50-74, as well as CALD (cultural and linguistically diverse) and Aboriginal Australian audiences, all with unique perspectives and motivations.  

Frequent reviews with the Institute’s media agency OMD facilitated close monitoring of performance, allowing real-time optimisations and the creation of new creative assets.

"Alex consistently goes above and beyond in his work, demonstrating a level of dedication and creativity that is truly commendable. When tasked with generating content ideas, Alex would not only meet the brief but exceed expectations by delivering a comprehensive list of innovative concepts backed by reasoning, platform/creative stats and all other relevant insights and justifications."
Isabella Batkovic
Cancer Institute NSW


Metrics are confidential but we are above targets and KPIs Most importantly, more women are empowered, cancers are detected early and lives are saved.  

For more information, visit:

Client: Cancer Institute NSW
Agency: 303 MullenLowe
Media Partner: OMD

Clients: Isabella Batkovic, Jessica Kesby & Camilla Hercus
Business Directors: Jono Yates & Karen Nichol
Designers and Animators: Martin Ansley & Candela Schmidt

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