What we do

Awareness campaigns

Our vision is to make zero deaths from breast cancer a reality.

Our multimedia awareness campaigns are aimed at educating all women 25+ on the importance of early detection, the signs of breast cancer and what to look for, as well as the importance of getting any unusual changes checked out and having regular mammograms from age 40.

The Foundation is grateful for the support of Colenso Communications and its many talented partners. Here are some of our past campaigns:


Despair or relief (2015)

Finding cancer early, through a mammogram, might mean the difference between despair and relief. The campaign is backed by new 10-year data showing significantly greater breast cancer survival for women when their tumour is found on a mammogram (by the time a lump or other symptom appears, the tumour can be more advanced).

Everyone knows about mammograms but the fact is, 30% of eligible women aren’t enrolled with the free screening programme, and every year another 30,000 women turn 45. The ‘despair or relief’ campaign features four women who have either had breast cancer, or been close to someone who has.


Real Signs (2014)

Around half of all breast cancers appear symptomatically (between mammograms) so actress Geraldine Brophy shares the real signs of breast cancer on New Zealand TV for the very first time.

The ad features graphic images of breast changes which need to get checked out. This campaign featured on TV after 8.30pm (AO viewing), in magazines, GP mediboards and on radio. Posters were also installed in around 900 Farmers lingerie changing rooms.


Any changes (2013)

Breast cancer doesn’t always present as a lump. In this TV ad women are encouraged to ‘Get to know their normal’ and get any unusual changes checked out. Find out more about breast changes.


Our Women (2012)

Helena McAlpine was diagnosed with breast cancer in 2008. She urges ‘Our Women’ to be breast aware so they can “stay safe and here” with the ones who love them. Her message is followed by a music video of “Not Given Lightly’ re-recorded by various NZ artists.


​The Save Seven Project (2011)

Seven New Zealand women are diagnosed with breast cancer everyday so seven women share their breast cancer stories. All reinforce the same message, “Go for your mammogram”.


The Blob

This campaign encourages women to get any signs of breast cancer checked out. Early detection is vital, so don’t ignore the obvious.