Client

Gracy Wu is the Multicultural Engagement Officer at BreastScreen Victoria – the Victorian branch of the national breast cancer screening program. For this project, I worked directly with Gracy and BreastScreen Victoria’s team of Bilingual Community Engagement Officers.

Brief

The brief was to create a suite of targeted Meta paid advertisements to promote the BreastScreen Victoria mobile screening van coming to Dandenong. As it is a culturally diverse area, I had to study Dandenong’s demographic data to determine the top five most spoken languages in the area, then work with relevant bilingual staff to create messaging suitable and visuals to each language group. When the messaging was complete, I worked with a designer to create the ad carousels.

Key goals:

• Create culturally appropriate paid ad copy for diverse audiences, encouraging eligible Victorians in the Dandenong region to book a breast screen.

• Craft plain English ad copy promoting the breast screening van to those who speak a language other than the top five chosen for translation.

• Work closely with a designer to create five sets of paid ads with suitable visuals to accompany the bespoke messaging.

Result

I worked closely with bilingual staff to create key messaging that reflected the biggest needs of their communities relating to breast screening. For example, the Arabic ad copy emphasised that all breast screens are performed by a woman radiographer, while the Simplified Chinese ad copy highlighted that BreastScreen Victoria is part of a trusted national program that detects breast cancer. After the messaging was approved, I worked with a designer to bring the ads to life with custom imagery. 

The final five ad carousels exceeded all performance expectations. A week after the ads were published on Meta, they had collectively received over 100,000 views. All available appointments on the mobile screening van were booked and the demand for screening led to an ongoing increase in bookings at a nearby permanent clinic.

Emma led the work on developing an in-language advertisement campaign targeting culturally and linguistically diverse women with exceptional skill, ensuring that all content was clear, culturally appropriate, and accessible. She proactively sought cultural advice to create messaging that was respectful, inclusive, and sensible to diverse communities. Her innovation and strong commitment to brand consistency ensured that the content was both engaging and impactful. It was a pleasure working with Emma.

Gracy Wu, Multicultural Engagement Officer @ BreastScreen Victoria