The Cancer Council Victoria has joined forces with creative agency Bastion to launch a campaign urging Victorians aged between 50 and 74 to take the free bowel screening test kit they receive in the mail every two years. The campaign, titled “Don’t take the risk, take the test,” features the powerful personal story of Laurie, whose life was saved because he took the test.
Laurie almost discarded the test kit, but his wife insisted that he use it. His decision ultimately led to the diagnosis of bowel cancer and the discovery of a tumor near an artery. If he had not taken action, Laurie would have succumbed to the disease within a year.
The campaign highlights the precious moments that Laurie has been able to experience because he took the test, such as witnessing his daughter’s graduation and celebrating his 30th wedding anniversary. It aims to address common misconceptions that may discourage people from participating in screening, such as feeling healthy or not having a family history of bowel cancer.
The launch of this campaign comes at a time when data from the Australian Institute of Health and Welfare (AIHW) shows a decline in the number of eligible Australians taking the test. The participation rate has decreased from 43.9% during the 2019-2020 period to 40.9% in the 2020-2021 period.
Laurence Cronin, the creative director at Bastion, shared his personal experience with bowel screening and emphasized its life-saving benefits. He expressed his honor in being involved in the campaign and hoped that it would help save many lives.
Australia has one of the highest rates of bowel cancer in the world. However, the disease can be easily detected at an early stage through the simple and free screening test that all Victorians aged between 50 and 74 receive in the mail every two years. The Cancer Council Victoria recognizes the importance of raising awareness about the test and believes that sharing Laurie’s story will encourage others to take action.
The campaign officially launched on August 27, 2023.
Sources:
– Cancer Council Victoria
– Australian Institute of Health and Welfare (AIHW)
