Think HQ and its multicultural division CultureVerse, in partnership with the Australian Government, have launched a two-year national community engagement program of 50+ events that will roll out across 2026 and 2027.
The initiative officially kicked off last week with its first live activation in Adelaide, introducing a community-first strategy designed to drive long-term behaviour change rather than relying on traditional short-term roadshows.
The program combines high-impact pop-up experiences in busy metropolitan locations with long-term partnerships involving trusted regional organisations and community leaders to build health literacy and encourage participation in bowel cancer screening.
The strategy addresses a key behaviour-change challenge: while six million free bowel screening kits are mailed to eligible Australians each year, around two million remain unused.
To help overcome the stigma, procrastination and anxiety often associated with the test, Think HQ has developed three complementary community engagement formats:
- The ‘Loo Post’ Flagship Activations: An immersive walk-through experience that demystifies the screening process by taking visitors step-by-step through the journey, from receiving the kit in the mail to returning it, demonstrating just how simple and hygienic the test is.
- ‘Catch it Early’ Cafés: Hosted in local cafés around Australia, these informal pop-ups invite people to grab a coffee and have relaxed, stigma-free conversations about bowel cancer screening.
- Community Conversations: Small-scale events embedded within existing community gatherings and cultural festivals. Delivered alongside local leaders and bilingual community figures, these sessions are designed to foster open dialogue and address cultural barriers that can prevent people from participating in screening.
To ensure meaningful engagement with First Nations communities, Think HQ has also partnered with First Nations specialist agency Winangali, which will co-design and deliver a culturally safe community engagement program tailored specifically for First Nations peoples across Australia.
Jen Sharpe, founder and managing director of Think HQ, said: “If you want to create genuine, lasting behaviour change, you can’t just drive a branded truck into a town for a day and leave. We intentionally rejected the traditional roadshow format. Instead, we are building a sustained, two-year ecosystem of activities embedded within communities. By partnering with local champions and organisations who already hold the community’s trust, we are ensuring this work leaves a real legacy.”
Jess Billimoria, chief audiences officer, CultureVerse, added: “Our ‘Community Conversations’ are designed for intimacy and safety, complementing broader campaign channels to deepen trust and engagement. By taking these conversations directly into trusted community settings and working with bilingual community figures, we can help break down the taboos and cultural barriers that have historically kept screening rates low in some multicultural communities.”
Think HQ have also partnered with the Australian Government and Cancer Council Australia to support the delivery of the national bowel cancer screening campaign “Bowel Cancer Waits for No One” with CultureVerse leading on the targeted multicultural campaign delivery.
CREDITS
Client – Department of Health, Disability and Ageing
Agency – Think HQ
Founder / Managing Director – Jen Sharpe
Director, Sydney – Sarah Wood
Chief Audiences Officer, CultureVerse – Jessica Billimoria
Project Director – Georgie Oatts
Community Engagement Director – Nickie Flambouras
Community Engagement Manager – Hasret Mehmedali
Head of PR and Audience Inclusion (Sydney) – Blake Mason
PR Account Manager – Hannah Seeckts
Creative Director – Wellison D’Assuncao
Art Director – Josella Bray
Copywriter – Zoe Mamo
Producer – Jamie Pond
