Cancer Institute NSW
Do The Test
Bowel cancer is Australia’s second biggest cancer killer, but if detected early it can be successfully treated in more than 90% of cases. Despite this, not enough people know about bowel cancer (or the National Bowel Cancer Screening Program) to be motivated to do the free screening test when they receive it in the post.
To change this behaviour, I worked on a through-the-line campaign with CINSW to increase perceived personal susceptibility to bowel cancer and educate all eligible Australian’s about the National Program.
In the first year, this was achieved by attention grabbing, conversation stopping, creative that normalised the discourse around bowel cancer.
In year two, having established bowel cancer as a top-of-mind disease, the conversation evolved to deliver greater authority and reassurance that doing the test can help you live a long and healthy life.
My Role:
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Idea Development
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Copywriting
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Creative Direction
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Art Direction
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Graphic Design
In year one the campaign launched with the 'Kills Conversations' TV spot which used humour to stand out and get people talking about bowel cancer.
In year two I developed a visual identity to add more dimension to the collateral including photographs of people reflecting the target audience to make the campaign relatable and human. The photographs were treated with a monotone effect to connote a sense of authority and create an ‘ownable’ look.
I also developed a visual system of dots which were used for infographics and icons. The dots helped convey information at a glance and provided engagement through animation in social and on the website. They also create a strong identity (when combined with the monotone photographs) which linked collateral across the many campaign touchpoints.
I produced the front end design for the website that housed the campaign information and deeper facts about bowel cancer and the test – including a flat lay showing what's inside the testing kit, a 'how to' video and testimonial videos.
The broader campaign included OOH, Billboards, Bus Sides and Social Media.
OOH.
Transport.
Social/Banner animated creative.