Breast Cancer Network Australia launches new campaign for Breast Cancer Awareness Month

Breast Cancer Network Australia (BCNA) has launched its national Breast Cancer Awareness Month campaign, Know Yourself. Feel Yourself. — a bold new initiative focused on education, empowerment, and early detection.

Centred around a striking short film and national digital rollout, the campaign reframes a familiar daily ritual — looking in the mirror — to encourage Australians to give their breasts the same attention they give their faces. Because when you know what’s normal for you, you’re more likely to notice when something changes.

The campaign arrives as new data reveals breast cancer is now the most common cancer in women aged 20–39, and the leading cause of cancer deaths within this age group. In 2023 alone, more than 1,000 women under 40 were diagnosed — an average of three every day.

While general awareness of breast cancer remains high, BCNA’s Know Yourself. Feel Yourself. campaign pushes the conversation forward — from awareness to action.

The campaign empowers Australians to understand the look and feel of their breasts, build confidence in recognising early changes, and take action when something doesn’t feel right.

Launching with a 30-second national film appearing across social and digital platforms throughout October, the campaign urges Australians to “give your breasts more mirror time.”

A new breast self-check educational video, available at bcna.org.au, complements the campaign, providing step-by-step guidance to help people perform a self-check with confidence.

Both films feature as part of BCNA’s immersive Bondi Breast Check Hub — a public installation at North Bondi Surf Life Saving Club (9–12 October). Visitors can step inside mirrored Breast Check Booths, slip into a gown, and follow the educational video in a private, supportive environment.

When it comes to powerful not-for-profit storytelling, BCNA’s Director of Brand, Engagement and Income, Rachel Carr, brings a wealth of experience. New to BCNA this year, Carr previously led global campaigns with Stand Up to Cancer (UK) and Movember, inspiring millions to take action for their health and community. Now, she brings that same bold, creative energy to BCNA’s next chapter.

“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.

“As Australia’s leading consumer-informed organisation, BCNA has an important role to play in filling the gap left as others have stepped 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.”

Developed by Not So Normal Productions, the campaign pairs bold creative with lived experience to cut through health messaging fatigue.

“BCNA shared the confronting data showing breast cancer is now the most common cancer in women aged 20–39,” said Campaign Director Zoe Carr. “We wanted to create something that captured attention, normalised self-checking, and empowered people to act — without fear or stigma.”

The film features women from across Australia, of all ages and backgrounds, many with lived experience of breast cancer — including 33-year-old nurse and mum Jess Pearce, whose concerns were initially dismissed as being “too young.”

“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 Know Yourself. Feel Yourself. campaign will be supported through digital, social, and experiential activations — designed to meet Australians where they are and inspire real-time action.

For information on how to perform a breast self-check and to access BCNA’s nationwide support services, visit bcna.org.au.

Campaign Director: Zoe Carr @notsonormalproductions
Creative Director: Mark Coombes @markcoombescreative
Copywriter: Anna Byrne @copywellcreative
Director of Photography: Steven Chee @stevenchee
Editor: Cameron Craig @cam2c
Graphic Design: Caroline Allen @drivenbydesign
Producers: Rachel Kelly & Kylie Farrington
Soundtrack: Feeling Good (Nina Simone cover) – Vika & Linda
Licensed by Universal Music & Mushroom Music