Cancer Council has released an integrated campaign in partnership with the Australian Government, encouraging Australians aged 50-74 to 'Get2it' and participate in the National Bowel Cancer Screening Program (NBCSP) when they receive their free test in the mail.
The Get2it campaign, funded by the Australian Government, has been informed by research undertaken by Cancer Council’s Centre for Behavioural Research in Cancer (CBRC) which was designed to uncover why only four in ten (43.5%) Australians undertake the bowel screening test every two years.
The formative research identified key non-screening groups across Australia and their behaviours towards bowel cancer screening which revealed that more than one in four eligible Australians (26.9% of people aged 50-74) intend to do the test, but state lack of time, difficulty remembering to do the test and planning as barriers to completion.
Cancer Council CEO Tanya Buchanan said: “If we can increase screening participation rates and help detect bowel cancer early, we can save lives. We know that if participation reaches and is sustained at 60%, 84,000 lives could be saved by 2040."
The comprehensive bowel cancer screening campaign includes partnerships with well-known Australian personalities including NRL’s Petero Civoniceva, Geoff Toovey and commentator, Andrew Voss, Channel 7’s Mark Beretta and Jonesy and Amanda.
Get2it includes amplification across the NRL 2022 State of Origin series, designed to reach this ‘Intender’ audience en masse, and drive participation in the program, as well as a national media buy across TV, radio, digital and OOH.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.