Australian physician and media personality Norman Swan has been chosen by the NSW government to front a $4 million campaign to encourage people to get tested for bowel cancer.
The ‘Do The Test’ campaign encourages people aged between 50-74 to use the Home Test Kit in a bid to fight bowel cancer, which is Australia’s second biggest cancer killer.
“Bowel cancer is Australia’s second biggest cancer killer, but you can help us change that,” Swan tells the camera. “We’re sending out millions of these bowel cancer screening kits. Because if detected early, this hidden killer can be successfully treated in more than 90 per cent of cases.”
According to the Daily Telegraph, the campaign has cost $4 million, including a ‘nominal fee’ for Swan. It will run across TV, radio and online until June and for the next 12 months on social.
“I feel very strongly about this issue. When I was a resident in Britain I worked with a colorectal surgeon … (and) my grandmother had bowel cancer and a couple of uncles,” Swan told the publication.
Swan is one of the most high-profile medical personalities in the country – leading the ABC’s COVID-19 coverage with the ‘Coronacast’ podcast and previously appearing as the resident medical expert for six seasons on The Biggest Loser.
Despite being employed by the ABC, Swan is still eligible to appear in advertising materials.
The ABC told The Australian that Swan’s contract does allow him to appear in external materials, subject to manager approval.
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