BY Ricki Green
Breast Cancer Network Australia (BCNA) has unveiled a groundbreaking campaign for Breast Cancer Awareness Month titled Know Yourself. Feel Yourself. This initiative aims to transform awareness into action through education, empowerment, and early detection strategies. The campaign features a striking short film and a comprehensive digital rollout designed to encourage Australians to pay as much attention to their breast health as they do to their facial appearance.
The campaign’s launch is timely, as recent data indicates that breast cancer has become the most prevalent cancer among women aged 20–39 and is the leading cause of cancer-related deaths in this demographic. In 2023 alone, over 1,000 women under 40 have been diagnosed, equating to an average of three diagnoses daily.
From Awareness to Action
While general awareness of breast cancer remains high, BCNA’s Know Yourself. Feel Yourself. campaign seeks to advance the conversation from mere awareness to actionable steps. The initiative empowers Australians to become familiar with the look and feel of their breasts, enhancing their ability to recognize early changes and take prompt action when necessary.
Central to the campaign is a 30-second national film that will be broadcast across social and digital platforms throughout October, urging Australians to “give your breasts more mirror time.” A new educational video on breast self-checks, available on BCNA’s website, complements the campaign by providing step-by-step guidance to help individuals perform self-checks confidently.
An Immersive Experience at Bondi
The films are part of BCNA’s immersive Bondi Breast Check Hub, a public installation at North Bondi Surf Life Saving Club from October 9 to 12. Visitors can enter mirrored Breast Check Booths, don a gown, and follow the educational video in a private, supportive setting.
Rachel Carr, BCNA’s Director of Brand, Engagement and Income, brings extensive experience in powerful not-for-profit storytelling to the campaign. Having previously spearheaded global initiatives with Stand Up to Cancer (UK) and Movember, Carr is now channeling her creative energy into BCNA’s latest efforts.
“Know Yourself. Feel Yourself. is about turning awareness into action — empowering Australians with the knowledge, confidence, and tools to take charge of their breast health,” said Rachel Carr.
She emphasized BCNA’s pivotal role in addressing the gap left by other organizations stepping back from breast health education. “This campaign is designed to build confidence and spark a national conversation about early detection — one that can ultimately save lives.”
Creative and Impactful Storytelling
Developed by Not So Normal Productions, the campaign combines bold creativity with real-life experiences to overcome health messaging fatigue. Campaign Director Zoe Carr highlighted the importance of addressing the alarming data shared by BCNA, noting that breast cancer is now the most common cancer in young women.
“We wanted to create something that captured attention, normalized self-checking, and empowered people to act — without fear or stigma,” said Zoe Carr.
The film showcases women from diverse backgrounds across Australia, many of whom have personal experiences with breast cancer. Among them is 33-year-old nurse and mother Jess Pearce, 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 shared. “That’s why this campaign matters — it tells women not to ignore changes and not to take no for an answer.”
Engaging Australians Nationwide
The Know Yourself. Feel Yourself. campaign will be supported by digital, social, and experiential activations, designed to engage Australians wherever 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.
