Breast‌ ‌cancer‌ ‌screening‌ ‌(Australia)‌ ‌

  • 2015

Detecting breast cancer early maximises the chance of successful treatment, but many women in the high-risk age group do not make screening appointments or do not attend them.


The easier we make a behaviour or process, the more likely people are to engage in it. Health decisions can feel overwhelming, intimidating or scary to many people. We designed letters that made planning and attending screenings as easy as possible.


BreastScreen Victoria provides free mammograms to high-risk groups. We ran two trials to test whether screening invitations informed by behavioural insights would increase screening attendance.

Result & Impact

In the trial period alone, BIT’s letters resulted in 1,800 additional women booking their first breast screen  appointment. BreastScreen Victoria has since made these changes standard practice.