‘Breast Cancer Doesn’t Wait’

Campaign overview

With over 579,000 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 3100 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 2026 campaign builds on previous efforts by focusing on communities with lower screening rates.  From 1 February to 28 March 2026, the campaign will run across a variety of mass media channels. These include radio (voiced by Australian entertainers Kat Stewart), Spotify, online video, outdoor retail advertising, 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.  Over 900 women die of breast cancer each year in NSW.  

Almost 50% of NSW women aged 50-74 have not had their recommended breast screen in the past two years.⁵⁴¹⁰ 

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.