By Ricki Green
Breast Cancer Network Australia (BCNA) has launched a new national campaign, Know Yourself. Feel Yourself., as part of Breast Cancer Awareness Month. This initiative aims to educate, empower, and promote early detection through a creative and impactful approach.
The campaign, featuring a striking short film and a comprehensive digital rollout, encourages Australians to pay as much attention to their breasts as they do to their faces. By fostering familiarity with one’s own body, BCNA hopes individuals will be more adept at noticing any changes that could indicate breast cancer.
Rising Concerns and New Data
The launch of this campaign coincides with alarming new data that identifies breast cancer as the most common cancer among women aged 20–39 and the leading cause of cancer deaths in this demographic. In 2023, over 1,000 women under 40 were diagnosed, averaging three new cases daily.
While general awareness of breast cancer is widespread, BCNA’s campaign seeks to shift the narrative from mere awareness to proactive action. The focus is on empowering Australians to understand the normal look and feel of their breasts, thereby building confidence in recognizing early changes and taking necessary action.
Innovative Campaign Elements
The campaign is spearheaded by a 30-second film that will be featured across social and digital platforms throughout October. It urges Australians to “give your breasts more mirror time.” Complementing this is a new educational video available on bcna.org.au, offering step-by-step guidance for performing self-checks.
Both films are central to BCNA’s immersive Bondi Breast Check Hub, a public installation at North Bondi Surf Life Saving Club from 9–12 October. Visitors can engage in a private, supportive environment to learn and practice breast self-checks.
Leadership and Vision
BCNA’s Director of Brand, Engagement and Income, Rachel Carr, brings significant expertise to the campaign. Having led global initiatives with Stand Up to Cancer (UK) and Movember, Carr is dedicated to transforming awareness into action.
“Know Yourself. Feel Yourself. is about empowering Australians with the knowledge, confidence, and tools to take charge of their breast health,” said Rachel Carr. “This campaign is designed to build confidence and spark a national conversation about early detection — one that can ultimately save lives.”
Developed by Not So Normal Productions, the campaign combines bold creativity with lived experiences to effectively engage audiences and overcome health messaging fatigue.
Voices from the Community
The film showcases women from diverse backgrounds across Australia, many of whom have personal experiences with breast cancer. Among them is Jess Pearce, a 33-year-old nurse and mother, whose initial concerns were dismissed due to her age.
“If I’d been encouraged to trust my instincts earlier, things might have been different,” Pearce said. “That’s why this campaign matters — it tells women not to ignore changes and not to take no for an answer.”
The campaign will be supported by digital, social, and experiential activations designed to reach Australians where they are and inspire immediate action.
For more information on performing a breast self-check and accessing BCNA’s nationwide support services, visit bcna.org.au.
