Cancer Council NSW has unveiled a new mass media campaign to address the low awareness across the state of all the lifestyle factors that can increase the risk of cancer.
Developed by Designer Rice, the campaign reminds people that they “hold the cards” when it comes to preventing their risk of getting cancer, and that one in three cases of cancer each year can be prevented through healthy lifestyle choices (not smoking, protecting themselves from the sun, achieving a healthy weight, cutting down on alcohol, cutting down on red and processed meats, eating more fruit and vegetables, and being physically active).
Kathy Chapman, director of cancer programs at Cancer Council NSW, said that with a lot of myths about what causes cancer, and a lack of awareness around a number of the lifestyle factors we know increase cancer risk, the campaign will help people make longer-term, positive changes to help reduce their risk of the disease.
“This is the first mass media campaign in which we have addressed comprehensive cancer prevention messaging around the other lifestyle factors we know increase cancer risk,” she said.
“Preventing cancer is one of the most powerful ways that we can reduce the future impact of the disease. We see this campaign as the next step toward educating and empowering the community on all the things that they can do now to reduce their risk of getting cancer in the future.”
Brent Rice, director of Designer Rice, said the campaign is designed to empower individuals to stack the odds of preventing the disease in their favour.
“We hold the cards to our own cancer risk, so choosing what to pick up or put down can significantly increase or decrease our own level of risk,” he said.
The six-week campaign will run across TV, digital and social media channels.
Client (Cancer Council NSW)
Director of cancer programs: Kathy Chapman
Head of brand, marketing and communications: Sarah Jauncey
Brand marketing manager: Andrea Cheung
Lead prevention manager: Scott Walsberger
Agency (Designer Rice)
Managing director: Brent Rice
Strategist: Vivian Rowden
Creative director: Denis Mamo
Copywriter: Rachael Harrington
Art director: Alastair Johnston
Account manager: Camille Hogan
Media agency: Initiative
Producer: Ian Ford
Director: Andreas Smetana
Editor: Brad Hurt
Post-production: White Chocolate