Australia – The Australian Government has appointed Think HQ to lead a nationwide community engagement campaign aimed at increasing participation in Australia’s National Bowel Cancer Screening Program (NBCSP).
Awarded through a competitive tender process, the remit will see the agency develop and deliver national engagement activities encouraging Australians aged 45 to 74 to complete and return free bowel cancer screening kits.
The work includes experiential activations, partnership campaigns, community events, communications assets and social content, supported by paid, owned and earned media activity.
A key focus of the campaign will target communities with lower screening participation rates, including Aboriginal and Torres Strait Islander audiences, culturally and linguistically diverse communities, and people living in regional and remote areas.
In addition to the engagement remit, Think HQ has also been appointed creative agency for the broader NBCSP promotion campaign.
Its multicultural division, CultureVerse, will serve as a multicultural specialist agency as part of a wider agency village led by Cancer Council Australia in partnership with the Australian Government.
The national campaign launched on 1 June under the tagline “Bowel Cancer Waits for No One” across television, BVOD, YouTube, social, press and out-of-home channels.
The multicultural extension includes in-language video, press and social assets in Arabic, Mandarin and Vietnamese, alongside stakeholder outreach and community partnerships targeting priority audiences.
Jen Sharpe, Founder and Managing Director at Think HQ, said the appointment reflects the agency’s growing capabilities in behaviour change and culturally informed communications.
“We’re incredibly proud to be partnering with the Australian Government on such an important national initiative,” she said.
The partnership is now underway, with activations set to roll out nationally across Australia.
