Breast Screen Queensland

Campaign Title: Breast Screen Queensland Animation Series
Client: BreastScreen Queensland

Objective:
To improve breast screening literacy among Queensland women by delivering accessible, engaging educational content that clearly communicates key facts about breast cancer and the importance of regular screening.

Target Audience:
Queensland women aged 50 and over, with secondary messaging for women under 50 and those with limited awareness of breast cancer risk factors.

Strategy & Execution:
With a full-time, registered health professional on the team, Welcome to the Fold was uniquely positioned to partner with BreastScreen Queensland on the creation of a series of educational animations. The content was designed to break down complex medical information into clear, digestible messages—focusing on facts that challenge common misconceptions and encourage proactive screening.

Using clean motion graphics and accessible scripting, the animations communicated essential messages, including:

• Breast cancer is the most frequently diagnosed cancer in Australian women.

• Risk significantly increases after age 50.

• 9 out of 10 women diagnosed have no family history.

• Breast screening can detect cancer before it's visible or felt.

• Early detection leads to more treatment options.

• Most women receive normal screening results.

Outcomes:
The animated content helped demystify breast screening, boosting awareness and engagement across digital health channels. Feedback from health professionals and community stakeholders highlighted the clarity and effectiveness of the approach—reinforcing the value of health-literate, visually engaging communication in public health campaigns.