The insight which inspired our very successful positioning of the BreastCheck free mammogram service as a ‘good health maintainer’ rather than an ‘illness detector’ was that women are more likely to take care of their health when they appreciate the positive impact their good health has on the people they care about. This was firmly supported by a letter from a BreastCheck client who wrote to say that it was as a result of the tv ad she took up her appointment, as it made her realise how important her health was to her family.