ABSTRACT

BreastScreen Queensland (BSQ) is a government-based health service that provides free breast cancer screening services to eligible women using digital mammography technology. 1 In 2007, BSQ launched its fi rst social marketing campaign 2 aimed at achieving a 30 per cent increase in women’s programme participation by addressing the barriers to regular screening and by dispelling myths about breast cancer (Tornabene 2010). ‘The Facts’ mass media social marketing campaign used a credible spokesperson, Australian journalist Jana Wendt, to deliver the call to action – ‘Don’t make excuses. Make an appointment’.