Think HQ has been appointed by the Australian Government to deliver a national community engagement roadshow for the National Bowel Cancer Screening Program.
The work aims to increase participation among eligible Australians aged 45 to 74, encouraging them to complete and return their free bowel cancer screening kits.
The account was awarded after a competitive tender process. Think HQ will lead the strategic design and rollout of experiential activations, partnership activations, community events, communications assets and social content.
The activity will also be promoted across paid, owned and earned channels.
Focus on under-screened communities
A major focus of the program will be reaching under-screened communities. This includes Aboriginal and Torres Strait Islander audiences, culturally and linguistically diverse communities, and people living in regional and remote areas.
Think HQ has also been appointed as creative agency for the National Bowel Cancer Screening Program promotion campaign.
Its multicultural division, CultureVerse, has been named multicultural specialist agency as part of a broader agency village led by Cancer Council Australia in partnership with the Australian Government.
The broader campaign carries the tagline “Bowel Cancer Waits for No One”. It launched nationally on 1 June across broadcast television, BVOD, YouTube, social, press and out-of-home advertising.
The multicultural extension includes tailored in-language video, press and social assets in Arabic, Mandarin and Vietnamese. It will also include stakeholder engagement and community partnerships aimed at priority audiences.
Campaign already underway
Jen Sharpe, founder and managing director of Think HQ, said the agency was proud to partner with the Australian Government on the initiative.
“We’re incredibly proud to be partnering with the Australian Government on such an important national initiative. This work reflects our growing reputation as specialists in behaviour change, as well as our ability to deliver fully integrated, culturally informed campaigns in-house.
“Most importantly, it’s an opportunity to create meaningful impact, helping more Australians engage with life-saving screening in ways that feel relevant and accessible.”
The National Bowel Cancer Screening Program aims to reduce illness and death from bowel cancer by detecting early signs of the disease through a free at-home test. According to the release, more than 90 per cent of cases can be successfully treated when found early.
The partnership is now underway, with activations set to roll out nationally.