Size matters. Breasts deserve more mirror time: Breast Cancer Network Australia launches new campaign to support early detection.
Breast Cancer Network Australia (BCNA)
Key Facts:* More mirror time for breasts.
* New data shows tumour size is a key predictor of survival.
* Know Yourself Feel Yourself Campaign
*New Breast Check Education Video
* Free Breast Check Booths - Bondi Beach. 9 -12th October
* Beach Dip -Women affected by breast cancer in pink swimsuits
Interviews:
Women with lived experience of breast cancer
Breast Cancer Network Australia, CEO Kirsten Pilatti
Breast Cancer Network Australia (BCNA) has launched a new Breast Cancer Awareness campaign, Know Yourself. Feel Yourself, urging women to give their breasts the same attention they give their faces in the mirror. BCNA wants all women, particularly young women, to be confident in establishing a conscious breast routine. An action that could save their life.
For the first time data captured by the Australian Institute of Health and Welfare (AIHW) shows that tumour size matters. It is one of the predictors of survival. Early detection is key, regular self-checks increase the likelihood of a woman noticing changes that don’t feel or look normal for them.
The Know Yourself. Feel Yourself campaign takes the familiar habit of focusing on our faces and reframes it as a reminder to check our breasts. BCNA has used the latest information to create a new step by step breast check education video to encourage women to be proactive in their breast health.
Breast Cancer Network Australia CEO, Kirsten Pilatti says the organisation is broadening its scope of support to include behavioural changes and early detection.
"As a network of women with lived experience, we know the big difference early detection can make and the latest data released by the AIHW confirms this. Our campaign creates awareness, and the breast check video provides a practical tool that empowers women to take action. It has been created with the valuable insights of women who have had a breast cancer diagnosis, who want to support the next generation. They want to help young women build confidence in knowing how to check their bodies, recognise when something changes, and advocate for themselves."
Breast cancer is now the most common cancer in women in Australia. On average more than 1,000 women under age 40 each year– around three every day. Younger women are more likely to be diagnosed at a later stage and with more aggressive disease, they face added challenges including being dismissed by the health care system. Impacts include financial burden, fertility loss, early menopause and career disruption.
Jess Pearce, a mum and nurse who features in the campaign, knows this reality all too well. She was told she was “too young” when she first raised concerns about changes in her breast. A year later, aged just 33, she was diagnosed with invasive breast cancer and has since undergone a double mastectomy.
“I felt dismissed because of my age – and then suddenly I was being told I had breast cancer and needed a double mastectomy,” Pearce said. “If I’d been encouraged to trust my instincts earlier, things may have been different. That’s why this campaign matters – it tells women not to ignore changes and not to take no for an answer.
If sharing my story encourages another young woman to trust her instincts, push for answers and check her breasts monthly, then it’s worth it.”
Know Yourself. Feel Yourself is a short film and digital campaign and education tool featuring women of all ages and backgrounds, many of whom have been personally impacted by breast cancer.
The official launch of Know Yourself. Feel Yourself will be at the North Bondi Surf Life Saving Club on Thursday morning 9th October and provide a three-day public activation. It will include private Breast Check Hubs for women over 18 years to watch the education video and perform a self-check. Members of BCNA’s Helpline will be on site to support and answer questions. Women can also opt to receive breast check reminders from BCNA.
ENDS
*** AIHW report Here
Know Yourself. Feel Yourself. Campaign Assets –
○ Campaign video. LINK HERE
● Still images from video campaign - LINK HERE
● New breast self-check educational video launching nationally at 8am, 9th October at www.bcna.org.au
● Bondi Breast Check Hub open to the public from 9th–12th October.
For resources on how to self-check and to access BCNA’s nationwide support services, visit: https://www.bcna.org.au
**NOTE TO EDITORS.
All campaign imagery is available for use. Please do not use any parts of the Breast Self-Check instruction video that sit on the BCNA website. The content is for 18 years and over. It includes images of real bodies, shown respectfully for educational and health awareness purposes to promote breast health and body confidence
Visuals for Media
● BCNA Breast Check Hub - North Bondi Surf Life Saving Club Forecourt transformed into an interactive public self-breast check activation from 9 - 12 October
● Women with lived breast cancer experience will take to the ocean in pink Seafolly swimsuits, leading a public dip at iconic Bondi Beach
● The BCNA Breast Check Booths – a private pop up space featuring a step by step breast self check educational video produced by BCNA
● Crowd and community participation – women invited to swim alongside women with a breast cancer experience.
Key Timings – Thursday, 9th October
Where: North Bondi Surf Life Saving Club forecourt, North Bondi
● 8:30am – Media call with BCNA CEO and women with a breast cancer experience.
● 8:45am – Women together with supporters have a quick dip at North Bondi.
● 9:30am – Breakfast and storytelling brunch: Three survivors share their experiences with guests together with BCNA CEO.
● 11:00am onwards – Public walk-ins to the Breast Check Hub and Booths.
Interviews Available
● Kirsten Pilatti – CEO, Breast Cancer Network Australia [BCNA].
● Jess Pearce (35, diagnosed at 33) – After being told she was 'too young to have breast cancer ' Jess was diagnosed with DCIS in 2023, Jess underwent a double mastectomy with immediate reconstruction before starting chemotherapy. With a family history of the disease genetic testing revealed she carries the BRCA2 mutation. Completing her nursing degree and embracing her regrown “chemo curls,” she has drawn strength from BCNA resources and her supportive family, who shaved their heads in solidarity. Jess features in the video campaign.
● Emily Vickers-Willis (34) – Emily discovered she carries the CDH1 gene mutation after her sister Amber was diagnosed at age 27 with early breast cancer, her cancer then spread and she now lives with metastatic breast cancer, that is treatable but not curable. Emily manages her health with monthly self-checks and annual scans and plans a double mastectomy, though timing remains undecided.
● Katie Thorpe (34, diagnosed at 27) – First diagnosed at 27, after discovering a lump whilst in the shower, Katie now lives with Stage 4 metastatic breast cancer. Despite treatment challenges and workplace discrimination, she continues to work as a design professional and advocate for young women affected by breast cancer.
● Kristal Kinsela (44, diagnosed at 43) – A First Nations woman of Jawoyn and Wiradjuri descent, Kristal was diagnosed with early breast cancer in 2024 and has undergone a mastectomy, chemotherapy, and radiation. She draws strength from both Western medicine and cultural healing practices, including bush oil, ocean swims, and time in the sun.
● Bondi Breast Check Hub open to the public from 9th–12th October.
ENDS
Know Yourself. Feel Yourself Campaign Media and Bondi Beach Enquiries: ‘
Sophie McGrath M: 0402535122 [email protected]
BCNA Media Enquiries: Kellie Curtain M: 0412 339690 [email protected]
About us:
About Breast Cancer Network Australia (BCNA)
Breast Cancer Network Australia (BCNA) is Australia's leading breast cancer consumer organisation, representing over 250,000 individuals affected by breast cancer. Founded in 1998 by Lyn Swinburne, BCNA advocates for, connects, supports, and informs those affected by breast cancer, working with the broader healthcare community to influence a stronger and more equitable healthcare system. BCNA provides free, evidence-based information and support through various channels, including a helpline, online network, and digital resources, ensuring that individuals across Australia, including those in rural and regional areas, have access to the best care, treatment, and support. The organisation is represented by the Pink Lady silhouette, symbolising its focus on the people affected by breast cancer and all those around them, not the disease.
Contact details:
Media : Campaign and Bondi Beach Sophie McGrath
M | +61 402 535 122
E | [email protected]
BCNA Media : Kellie Curtain
M: 0412 339690