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The “Not in My Family” campaign was developed to disrupt Australia’s belief system about breast cancer and encourage urgent action.
As art director I selected regular breast screeners from local NSW suburbs to be the face of the campaign. The objective was to reach a broad ethnic group who are notorious under-screeners.
We enlisted renowned Sydney photographer Simon Harsent to capture a series of portraits, with the objective to make women feel comfortable and empowered.
The “Not in My Family” campaign contributed to a 20% increase in breast screen bookings that year, the highest ever seen across the state.
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