Featuring Bastion CD Laurie Cronin and his own personal story.
The Cancer Council Victoria has partnered with Bastion to create a campaign to encourage Victorians aged between 50 – 74 years to take the free bowel screening test kit they receive in the mail every two years.
The integrated campaign was written by Bastion creative director, Laurie Cronin and features his own personal story. He was on the verge of throwing the test kit away, when his wife insisted he use it. And it saved his life.
Cronin was diagnosed with bowel cancer; he had a tumour located close to an artery. If he hadn’t taken action, it would have killed him within a year.
This cautionary tale is featured in Cancer Council Victoria’s new campaign, featuring the line: 'Don’t take the risk, take the test'.
The campaign showcases all the precious moments Cronin has experienced thanks to taking the test, such as seeing his daughter graduate and his 30th wedding anniversary.
The campaign also addresses common misconceptions that prevent some people from participating, including that they feel healthy, or do not have a family history of bowel cancer.
The campaign launches at a time when data from the Australian Institute of Health and Welfare (AIHW) reveals the number of eligible Australians taking the test has declined in the 2020-2021 period, down to 40.9 per cent from 43.9 per cent during the 2019-2020 period.
Cronin said he was honoured to write the campaign, be involved in it, tell his story and to hopefully help Cancer Council Victoria save many lives as a result.
"I would have died two years ago if I hadn't done the free bowel screening test. By the time symptoms appeared, it would have been too late," he said.
"There would have been nothing doctors could have done for me. I'm living proof of the importance of bowel screening and people doing their free test when it arrives in the mail.”
Cancer Council Victoria head of media and communications, Kelly Dienaar, said Australia has one of the highest rates of bowel cancer in the world, yet it’s very easy to detect at an early stage via a simple free screening test that all Victorians aged between 50 and 74 receive in the mail every two years.
"The moment we heard Laurie share his personal bowel cancer story which highlights how taking this simple test saved his life, we knew it would be a powerful way to encourage other people who have the test sitting at home to take action," said Dienaar.
"We’re delighted with the campaign and so grateful to Laurie for being prepared to share his story with such honesty, sincerity, and passion.”
Credits:
Client: Cancer Council
Head of Media and Communications: Kelly Dienaar
Marketing Manager Prevention: Maddy Leigh
Bowel Screening Program Manager: Catriona Bastian
Research & Evaluation Manager: Kerryann Wyatt
Agency: Bastion
Managing Director: Mike Godwin
Group Chief Creative Officer: Simon Langley
Nation Chief Strategy Officer: Angela Morris
Creative Director: Laurence Cronin
Creative Director: Scott Hopkin
Director: Jake Ward
Photographer: Chris Mohen
Senior Producer: Angelita Gandaksuma
Integrated Studio Director: Sean Davitt
Senior Editor: Dave Wade
Account Director: Madeline Bakker
