‘Breast Cancer Doesn’t Wait’

Campaign overview

With over 569,000 women in NSW overdue for their breast screen, research has shown that many struggle to prioritise their health amidst their busy lives. 

A breast screen is the best way to find breast cancer early, before it can be seen or felt. It is estimated that we would detect an additional 3,100 breast cancers if each eligible woman had their mammogram⁵⁴³⁰. By increasing screening rates, more cancers can be detected early, improving treatment options and saving lives.

To address this, we have developed a behaviour change campaign to motivate women in NSW to book a breast screen when due. The campaign warns women that ‘breast cancer doesn’t wait’ for life to slow down and encourages them to prioritise having a breast screen despite their busy schedules.
 
Initially launched in late 2023, the campaign has been refined for greater impact and runs from February 16 to April 12, 2025, across a variety of mass media channels. These include television, radio (voiced by Australian entertainers Kat Stewart and Amanda Keller), outdoor advertising, broadcast video on demand, print, online video, digital display, paid search, and social media.

Why we need a campaign

Breast cancer is the most common cancer affecting women in NSW, with 1 in 7 women developing breast cancer in their lifetime. In 2021, breast cancer claimed the lives of 971 women in the state. 

Despite this, over 569,000 NSW women aged 50–to 74 years have not had their recommended breast screen in the past two years (as at January 2025). It is estimated that we would detect an additional 3,100 breast cancers if each eligible woman had their mammogram.⁵⁴³⁰

Campaign audience

Primary audience and focus populations:

• Women in NSW aged 50–64
• Cantonese-speaking and Mandarin-speaking women in NSW aged 50-74

Secondary audience:

• Women in NSW aged 65–74

Key campaign messages

• Breast cancer doesn’t wait. Don’t wait to breast screen.
• For women aged 50 to 74, a breast screen is the best way to find breast cancer early – before you can notice a change or feel a lump.
• Finding breast cancer early increases your chance of survival.
• No symptoms? You could still have breast cancer.
• 85% of women diagnosed with breast cancer by BreastScreen NSW had no symptoms.
• A breast screen is free and an appointment only takes 20 minutes.
• There are over 250 screening locations across NSW.

Find out more

Find more BreastScreen NSW resources here.

If you have any questions, contact us at cinsw-breastscreennsw@health.nsw.gov.au.