Quick facts
SERVICE
Website content strategy + copywriting
OUR ROLE
- Copywriting
PARTNERSHIP
2025 – present
Client
BreastScreen Victoria (BSV) is a population screening program dedicated to reducing the impact of breast cancer through early detection. As a public health organisation, BSV’s communication needs to be accessible and inclusive for a wide and diverse audience.
Challenge
BSV’s legacy website had grown unwieldy over time:
- Too many layers of navigation and duplicated content made it difficult for users to find what they needed.
- Multiple writers over the years led to inconsistent messaging, tone and style.
- A lot of information was written in complex or technical language, which made it hard for people from different backgrounds to understand.
BSV approached RM with a clear goal: streamline the site structure and refresh the copy so it’s more engaging, consistent and easy to read.
Solution
We partnered closely with the BSV team to update its website in line with its vision. This involved:
- Content streamlining: We worked with the BSV team to identify essential information and remove duplication.
- User-friendly navigation: Working with a new suggested sitemap, we helped the team reorganise and restructure pages to simplify navigation.
- Conversational brand voice: We ensured the brand’s warmth and approachability were reflected in the new website copy – while making the tone more engaging and consistent across the site.
- Plain English approach: We replaced jargon and complex phrasing with simple, straightforward, inclusive language.
- Strategic copywriting: We applied expert copywriting to ensure each page served a clear purpose, reducing clutter and overlap.
Results
The BSV website now:
- Provides a smoother and more intuitive user experience
- Reflects BSV’s approachable, supportive brand voice across all pages
- Delivers information in clear, accessible language for all audiences
With a streamlined site and clear, engaging content, BSV is now well-positioned to continue supporting Victorian women with accessible, life-saving information for years to come.