Today, HCF, launches the Hands On campaign in partnership with the National Breast Cancer Foundation (NBCF) aimed at raising awareness of breast checks and showing people what to look and feel for.
HCF Hands On will run throughout October’s Breast Cancer Awareness Month as an integrated campaign including experiential activations, media, digital, PR, in branch and social media. It is an education initiative designed specifically to teach Australians what the possible signs of breast cancer feel like to help aid awareness.
Research conducted by HCF reveals that only one in four women are checking their breasts monthly and 44 per cent have never visited the doctor for a breast check. While 92 per cent of women understand the importance of regular breast checks, almost half of women don’t know what to look (44 per cent) or feel (42 per cent) for, and the majority are using self-taught examination methods.[i]
To help overcome this knowledge gap, during October selected HCF branches will host the Hands On learning stations where people get to feel some of the possible signs of breast cancer on a sets of replica breasts, in an effort to encourage regular breast self-examinations and doctor screenings.
Additional HCF branches will host educational Q&A sessions with local doctors, oncologists, breast cancer survivors, nurses, and NBCF researchers.
“In partnership with NBCF, we have harnessed our network of branches to help educate communities across Australia. As a not-for-profit health fund, who has helped more than 7,000 through breast cancer in the last five years, we understand the value of knowledge,” says Jenny Williams, Chief Marketing Officer, HCF.
“We are empowering people to make informed decisions about their health. We know that 62 per cent of Australian women believe education would encourage them to check their breasts regularly, so we are focused on showing people what they should be feeling for”.
Dr Sarah Hosking, Chief Executive Officer, NBCF, said, “We know early detection is vital and we’re excited that the Hands On campaign will drive education and awareness around this.”
“HCF also understands the key role research plays in finding new and better ways to prevent and treat breast cancer. We think this is a great initiative that may raise some eyebrows, but that will ultimately get people thinking and feeling for breast cancer,” she continued.
HCF Hands On is part of HCF’s partnership with the NBCF that sees funds going to breast cancer research over the next three years, along with community initiatives to help raise awareness. HCF Hands On follows the successful ‘Walk With Us’ campaign activated alongside the Mother’s Day Classic earlier this year.
People can learn more about how to conduct a breast cancer self-examination and find their nearest participating HCF branch at www.hcf.com.au/hands-on.
PR – WE Buchan;
Media – Match Media;
Experiential – Momentum;
Creative – AnalogFolk;
Social Media – One Green Bean;
Corporate Customer Communication – Holiday