Think HQ has been appointed by the Department of Health, Disability and Ageing to deliver a nationwide community engagement roadshow aimed at increasing participation in Australia’s National Bowel Cancer Screening Program (NBCSP).
The account was awarded following a competitive tender process, with the agency tasked with developing and executing national engagement activities designed to encourage eligible Australians aged 45-74 to complete and return their free bowel cancer screening kits.
Think HQ will oversee the strategic design and rollout of experiential activations, partnership activations, community events, communications assets, and social content, alongside promotion across paid, owned, and earned channels.
A major focus of the work will target under-screened communities, including Aboriginal and Torres Strait Islander audiences, culturally and linguistically diverse (CALD) communities, and people living in regional and remote areas.
In addition to the community engagement remit, Think HQ has also been appointed as the creative agency for the NBCSP promotion campaign, while Think HQ’s multicultural division, CultureVerse, has been named multicultural specialist agency as part of a broader agency village led by Cancer Council Australia in partnership with the Australian Government.
The broader campaign will feature the tagline ‘Bowel Cancer Waits for No One’ and launched nationally on 1 June across broadcast television, BVOD, YouTube, social, press, and out-of-home advertising.
The multicultural extension of the campaign will also include tailored in-language video, press, and social assets in Arabic, Mandarin, and Vietnamese, alongside stakeholder engagement and community partnerships targeting priority audiences.
Jen Sharpe, founder and MD of Think HQ, said, “We’re incredibly proud to be partnering with the Australian Government on such an important national initiative. This work reflects our growing reputation as specialists in behaviour change, as well as our ability to deliver fully integrated, culturally informed campaigns in-house.
“Most importantly, it’s an opportunity to create meaningful impact, helping more Australians engage with life-saving screening in ways that feel relevant and accessible.”
The partnership is now underway, with activations set to roll out nationally.
