Bowel screening aims to find bowel cancer at an early stage in people who have no symptoms. Bowel cancer is Australia’s second biggest cancer killer and early detection provides the best chance of survival - yet just 30% are using the free screening test when sent to them in the mail.

My mission is to make the community gain the cancer awareness, and call in action of driving people into using the Home Test kit to have an early detection. The challenge is to increase the return rate of the free screening test from 30% to 50% by the end of 2020.

The target audience is all Australians aged 50 to 74 years with a hot spot of males aged 50-54 years, as Australians in their early 50’s think their health is bullet proof with only 30% using the free test kit. Men are the worst respondents with only 28% taking part in the national screening program.

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This campaign aims to let people know that 90% of bowel cancers are curable if found early. "When ignorance is not an option" campaign is to help people know that the Home Test kit can literally save their lives as early detection increases survival rates to over 90% for stage 1 Bowel Cancer compared to a 13% survival rate for stage 4 Bowel cancer.

The Executions include: 1 page magazine ad, posters (which will be put under train stations and on the streets), radio ad, and the pop-up free coffee truck.  

A new study published in the journal Cancer Epidemiology, Biomarkers & Prevention reveals drinking one to two servings of coffee a day, including decaffeinated coffee, reduced the risk of bowel cancer by 26% compared to non-coffee drinkers. Men and women over 50 will receive free coffee from this coffee truck. This truck will be put at Federation Square and other crowded central areas across Australia. This coffee truck is used to gain the Bowel Cancer awareness and help express the campaign message (with the coffee cup).

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