BOWEL CANCER

Australia’s Deadliest Cancer

Bowel cancer is now Australia’s deadliest cancer for people aged 25 – 44. This statistic prompted us to introduce bowel cancer in a unique way. A way that has never been explored but in a way that would be impossible to ignore. 

Australia’s Deadliest is a public health campaign that portrays bowel cancer as Australia’s Deadliest Creature. Bowel cancer could be living and growing inside of you silently. It’s something to be aware of, and to act on or the consequences could be dire. Using provocative news headlines and imagery in the style of tabloid journalism, the integrated campaign was led by earned social with supporting paid television, OOH, YouTube, BVOD, print and radio. Through hard-hitting and visceral executions, we reported sightings, attacks, the gruesome calling cards bowel cancer has left in its wake. During the campaign we generated significant awareness, engagement and website traffic among younger Australians with our critical message.