New Pacific campaign aims to reduce breast cancer mortality through early screening

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Breast cancer is disproportionately affecting Pacific women in New Zealand, making them more likely to die from the disease.

The severe health disparity highlights an urgent need for increased community engagement and early detection efforts.

Despite the availability of free screening programmes across the country, the screening rates for Pacific women remain below the national average.

Early detection through regular mammograms can dramatically improve outcomes, reducing the risk of death by about 34 per cent.

Dr Tua Lealaiauloto Taueetia-Sua, chair of the BreastScreen Aotearoa (BSA) Pacific Campaign and Resources Advisory Group, says that women often prioritise everything else - family or work - over their health.

"And by the time they think of screening, there’s no time left," Taueeria-Sua says.

Breast cancer remains the most common cancer among women in Aotearoa, with around 3500 new diagnoses each year. But, screening rates for Pacific women continue to lag.

As of April 2025, the national screening target for eligible women stands at 70 per cent, but for Pacific women, coverage is only 68 per cent nationally, and even lower in some regions.

This means that Pacific women are more likely to be diagnosed at a later stage, significantly impacting their chances of survival.

Guests with Vaine Toa campaign actors. Photo/Supplied.

Taueetia-Sua says, "If you're not well, you can’t be there for your family, so you’ve got to look after yourself first."

In response to this urgent challenge, BreastScreen Aotearoa has launched a new campaign, Vaine Toa, designed to uplift, inform, and empower Pacific women to prioritise their health and take advantage of free breast screening services.

The campaign kicked off on Monday, 19 May, with a cinematic screening at Riccarton Hoyts in Christchurch, hosted by ScreenSouth, BSA’s lead provider.

The event marked the debut of the Vaine Toa campaign advertisements, followed by the acclaimed film Tinā.

Lisa Te Paiho, Programme Manager for BreastScreen Aotearoa, says the Vaine Toa campaign aims to shift perceptions about screening.

Galumalemana Stella Muller, Founder, Bright Sunday the creative agency behind the scenes, addresses guests at screening. Photo/Supplied.

“Screening saves lives. When cancer is found early, treatment can be simpler, and you can carry on with your life and with your aiga,” she says.

“We want women to see that this is something they can fit into their busy lives. Anyone can do it. We encourage them to do it for themselves, for their families, and for their communities.”

Among those attending the Christchurch launch were women from the community who had not yet been screened, including Cook Islander Marcia West-Tetevano.

She shared her motivation for being there: “I felt like a Vaine Toa being invited. Breast Screening is something that I haven't done, but it's something that my own mother died of, so it really made me want to come here. I have a screening booked in! I'm proud to be going and doing it next week.”

The campaign resonates with community leaders and breast cancer survivors alike.

Guest Naomi Faga with ScreenSouth’s Liyah Faga-Ieti at the Vaine Toa launch event in Christchurch. Photo/Supplied.

Maria Eileen Lemalie, a local champion and breast cancer survivor, encourages others to be brave and courageous.

“We now have Pacific faces leading these campaigns. It is a culturally safe space. We owe it to our families and the migrant dream to thrive, to be healthy, and to challenge the statistics.”

Katerina Fatupaito, an actor in the Vaine Toa campaign, adds a direct call to action: “Just do it. There is no reason to be shy or whakama anymore because there are beautiful clinics and people there that are willing to help.”

The Vaine Toa campaign represents an important step towards ensuring all Pacific women have the information and support they need to access life-saving breast screening.

If you are a woman aged 45-69 and are due for your breast screening, call 0800 270 200 to enrol and book your free appointment today.

More information is available atTimeToBreastScreen.nz.