The Victorian Aboriginal Community Controlled Health Organisation (VACCHO) has launched ‘The Biggest Relief’ created in close collaboration with Think HQ.
The new campaign uses humour to encourage Aboriginal and Torres Strait Islander people across Victoria to participate in bowel cancer screening and prioritise early detection, via positive change agency Think HQ. The latest instalment is designed to increase awareness of bowel cancer screening, encourage participation in screening programs and promote regular health checks within Community.
At the heart of the campaign is Aboriginal comedian, Ngarrindjeri man Kevin Kropinyeri, who uses humour to reframe bowel cancer screening as something to celebrate.
Drawing on the universally relatable feeling of relief after using the toilet, the campaign breaks down the embarrassment surrounding bowel cancer screening and encourages more people to complete the free at-home screening test.
Created in close collaboration with Aboriginal Community members, the campaign reflects Think HQ’s ‘with, not for’ approach to behaviour change communications. Throughout the creative process, the agency worked alongside Kropinyeri, Yorta Yorta creative collaborator Jason Tamiru and Community representatives to ensure the campaign was authentic, culturally safe and grounded in lived experience.
The campaign targets Aboriginal and Torres Strait Islander people aged 45 – 55 years, as well as anyone eligible for a 715 Health Check.
“The creative opportunity to harness humour, breaking down the stigma around bowel cancer screening allowed us to deliver a vital message in an authentic way. This campaign is profoundly important for Victorian Aboriginal Communities, driving early detection. Collaborating with VACCHO throughout the process was an incredibly vital part of this project. We worked closely alongside Community, designing a culturally safe, impactful campaign that will help save lives,” Think HQ creative director Sam McCarron.
“While humour starts the conversation, the campaign is an important reminder that cancer screening helps you stay healthy, so you can keep doing what you love and be there for your family and Community,” said VACCHO acting chief executive Jim O’Shea.
‘The Biggest Relief’ launched this week and has rolled out across Aboriginal Health TV, NITV and 3KND (radio).
CREDITS
VACCHO:
Clare O’Reilly, Director Health and Healing
Susan Cadman, Executive Manager, Screening and Early Detection
Zsa Zsa Vella, Communications Officer
Lina Ali, Project Officer, Screening and Early Detection
Think HQ:
Jen Sharpe, Founder / Managing Director
Lisa Gumbleton, Group Head Creative Strategy & Client Management
Jenna Brown, Client Manager,
Callum Yeo, Senior Integrated Producer
Sam McCarron, Creative Director
Jason Tamiru, Cultural Consultant
Camilo Suarez, Art Director
Kate Enright, Senior Copywriter
Alexander Naughton, Director
Jess O’Farrell, 1st AD
Adam Dixon-Galea, Audio Producer
Nic Song, DOP
