Think HQ, VACCHO launch humour-led campaign to boost bowel cancer screening

Melbourne, Australia – The Victorian Aboriginal Community Controlled Health Organisation (VACCHO) has partnered with Think HQ to launch “The Biggest Relief,” a new campaign that uses humour to encourage Aboriginal and Torres Strait Islander people across Victoria to participate in bowel cancer screening.

The campaign is the latest phase of VACCHO’s Cancer Screening and Early Detection initiative, aiming to increase awareness of bowel cancer screening, promote early detection, and encourage regular health checks among Aboriginal communities.

Fronted by Ngarrindjeri comedian Kevin Kropinyeri, the campaign uses comedy to challenge the stigma and embarrassment often associated with bowel cancer screening. 

Drawing on the familiar feeling of relief after using the toilet, the creative reframes the free at-home screening test as something worth celebrating rather than avoiding.

Developed in close collaboration with Aboriginal community members, the campaign reflects Think HQ’s “with, not for” approach to behaviour change communications. 

The agency worked alongside Kropinyeri, Yorta Yorta Creative Collaborator Jason Tamiru, and community representatives throughout the creative process to ensure the campaign was culturally safe and authentic.

Targeting Aboriginal and Torres Strait Islander people aged 45 to 55, as well as those eligible for a 715 Health Check, the initiative aims to improve participation in bowel cancer screening while encouraging broader preventative health behaviours.

Sam McCarron, Creative Director at Think HQ, said humour provided an effective way to tackle a sensitive health issue.

“The creative opportunity to harness humour, breaking down the stigma around bowel cancer screening allowed us to deliver a vital message in an authentic way. This campaign is profoundly important for Victorian Aboriginal Communities, driving early detection.”

VACCHO Acting CEO Jim O’Shea said the campaign addresses common barriers that prevent people from participating in screening.

“While humour starts the conversation, the campaign is an important reminder that cancer screening helps you stay healthy, so you can keep doing what you love and be there for your family and Community.”

“The Biggest Relief” launched this week and will run across Aboriginal Health TV, NITV, and community radio station 3KND.