Credit: National Cancer Institute via Unsplash
The Department of Health, Disability and Ageing has opened a tender for two national campaigns to boost participation in Australia's bowel cancer screening program, with $26.4 million up for grabs over two years, AdNews can reveal.
Agencies can pitch for either or both components of the work, with tenders closing at 2pm on November 19.
Component A covers national promotional activities with a budget of $11 million a year.
The department wants an integrated communications strategy and media buy targeting Australians aged 45 to 74, with tailored approaches for priority audiences including Aboriginal and Torres Strait Islander people, culturally and linguistically diverse communities and regional populations.
The successful agency will execute campaigns in 2026 and 2027 using creative assets supplied by the department.
These include tested TV, radio, print, out-of-home and social media materials, plus existing First Nations content.
At least 10% of media spend must target CALD audiences and another 10% for First Nations communities.
Component B focuses on national community engagement with a $2.2 million annual budget.
This grassroots approach could include roadshows, events, workplace programs and partnership or ambassador strategies to reach under-screened groups.
Currently only 41.7% of the 6.3 million Australians invited to screen between January 2022 and December 2023 returned their kits.
Modelling shows the 2023 campaign delivered 152,000 additional kit returns, with 46% being first-time screeners.
The work saved 757 lives and returned $4.97 to the health system for every dollar spent, according to research by the University of Sydney and Cancer Council Australia.
To qualify, agencies must demonstrate cancer screening promotion experience within the past five years and provide examples of similar national campaigns with measurable outcomes and evaluation reports.
Bowel cancer is the second leading cause of cancer death in Australia, but 90% of cases can be cured if detected early.
Contracts run from execution in December 2025 through to February 2028, with 12-month extension options.
The work builds on campaigns Cancer Council Australia and The LKB Agency delivered from 2022 to 2025, including the "Get2It" campaign featuring the long-running "Tim" creative and partnerships with AFL figures John Longmire and media personalities.
Agencies must submit responses via AusTender, with enquiries closing November 10.
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