NACCHO launches new community-controlled bowel cancer campaign via Carbon Creative

The National Aboriginal Community Controlled Health Organisation (NACCHO) has launched ‘Strong Inside’, Australia’s first national, community-controlled bowel cancer awareness and screening campaign created by social change creative agency Carbon Creative.

 

Built around the message, ‘No shame. Have a yarn. Just check it’, the campaign encourages Aboriginal and Torres Strait Islander people aged 45–74 to complete their screening kits: ‘Do the kit. Don’t sit on it!’

Launched in July, Strong Inside will run throughout August across television, radio, and social media, as well as the Aboriginal Health Television (AHTV) network. In-language radio and video content will extend the campaign’s reach and help ensure communities across Australia can access its message.

Bowel cancer is one of the most preventable cancers. If found early, more than 90 per cent of cases can be successfully treated. The screening test is free, private and can be done at home. While there are barriers that exist for many Aboriginal and Torres Strait Islander people participating in bowel cancer screening, the evidence is clear: when community-controlled health services lead the way, more people take part. Strong Inside builds on that strength.

NACCHO Chief Executive Officer Dr Dawn Casey PSM FAHA said community control was the proven way to lift screening: “Caught early, bowel cancer is one of the most treatable cancers we face, and catching it early is what our services do best. The test is simple, and it works. What has not worked is a mainstream system that expects our communities to fit around it. Community control turns that around: when screening runs through the health services our people already trust, more people take the test. That is not a theory, it is what our services see every day.

“Our services have spent decades earning that trust. Strong Inside puts it to work on a cancer we can beat, through our own services, in our own communities.”

The Aboriginal Community Controlled Health Organisation (ACCHO) sector will drive the campaign, with assistance from NACCHO-specific bowel campaign materials tailored for communities to engage in conversations with community about bowel cancer screening and encourage people to take the test.

The campaign includes a promotional kit for ACCHOs, complete with health promotion resources, training and education resources, and a social media toolkit to support the delivery of local bowel cancer campaigns.

Client: National Aboriginal Community Controlled Health Organisation
Creative agency: Carbon Creative
Production: 3P Studio
Media agency: Media Direction and Insight Social Media

 

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