Advocacy for Screening Mammography
Working to improve early detection and outcomes for women across Alberta.
Starting in 2024, the Alberta Society of Radiologists and the Alberta Cancer Foundation have partnered annually during Breast Cancer Awareness Month to advocate for regular breast cancer screening. Their shared goal is clear: to ensure more women know when and why to get screened.
In Alberta, 1 in 7 women will face a breast cancer diagnosis in their lifetime, yet screening rates remain too low. Currently, less than half of women between 45 and 50 are booking mammograms. Early detection changes outcomes dramatically, but awareness and participation need to grow. That’s where these campaigns come in—using humour, nostalgia, and cultural touchpoints to connect with women and move the needle on screening.
Venn Mammogram - If You’re Old Enough to Know
2025 Campaign
You’ll never look at a Venn diagram the same way again.
The 2025 campaign built on the success of the previous year with a clever twist: nostalgic pop-culture puzzles. These visuals were designed to spark recognition and conversation, while nudging women in the key age range to think seriously about booking a mammogram. If you get the reference, chances are you’re in the demographic who should be taking action.
By combining a playful creative approach with a life-saving message, the Alberta Society of Radiologists and the Alberta Cancer Foundation are showing that health advocacy can be engaging, memorable, and impactful.
Venn Mammogram - Time to Get Checked?
2024 Campaign
If skinny jeans, hot flashes, or HGTV marathons sound familiar, it might be time to book a mammogram.
In 2024, the Alberta Society of Radiologists and the Alberta Cancer Foundation partnered to launch a campaign promoting breast cancer screening in Alberta. The creative leaned into humour and nostalgia—calling out everything from shifting fashion trends to TV binge-watching—as a way to make mammography feel approachable and relatable.
By speaking directly to everyday experiences, the campaign helped women see mammography as a natural part of life’s journey. It also set the stage for future advocacy efforts, proving that awareness campaigns can be both lighthearted and deeply meaningful.
