Cancer Council Victoria Bowel Cancer
Bastion's Creative Director, Laurence Cronin, shares his experience with bowel cancer after using the free screening kit saved his life.
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Cancer Council Victoria partnered with Bastion to encourage Victorians aged 50 – 74 years to take the free bowel cancer screening test kit they receive in the mail every two years. The integrated campaign was written by our Creative Director Loz (Laurence Cronin) where he shares his own personal story. Loz was on the verge of throwing the kit away until his wife insisted he used it – and it saved his life. He had early-stage bowel cancer, with a tumour located close to an artery. If he hadn’t taken action, it would’ve killed him within a year.
This cautionary tale informed the work created for Cancer Council Victoria, featuring the line: “Don’t take the risk, take the test.”. The campaign showcases all the precious moments Loz has experienced thanks to taking the test, such as seeing his daughter graduate and his 30th wedding anniversary.
The campaign launches at a time when data from the Australian Institute of Health and Welfare (AIHW) reveals the number of people taking the test has declined in the 2020-2021 period, down to 43.9 per cent from 46.5 per cent during the 2019-2020 period. By doing this test, Victorians are helping to ensure they are there for their families, friends, and themselves.
Australia has one of the highest rates of bowel cancer in the world – yet its very easy to detect at an early stage via the screening test.
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