Stay in the Game for You and Your Mob: New campaign puts First Nations voices at the heart of bowel cancer screening via 33 Creative

A new national creative campaign, developed by 33 Creative, is encouraging Aboriginal and Torres Strait Islander people aged 45 to 74 to prioritise their health and do their free at-home bowel cancer screening test.

From performing at the Melbourne International Comedy Festival Galas to becoming a familiar face on Nine Network’s The Block, First Nations comedian and campaign spokesperson Andy Saunders brings his trademark humour and energy to the campaign, fronting a new television commercial encouraging mob to take action and do their bowel cancer screening test.

The Stay in the Game for You and Your Mob creative is a partnership between the Australian Government and Cancer Council, developed by 33 Creative for the National Bowel Cancer Screening Program. It aims to make bowel cancer screening feel simple, normal and accessible, while encouraging mob to prioritise their health and take action early.

The new TVC features an all First Nations cast, reflecting the communities the campaign is speaking to and bringing authentic First Nations voices and experiences to the national conversation around bowel cancer screening.

Says Mayrah Sontor, Director of 33 Creative: “Having an all First Nations cast helps create a campaign that feels genuine, relatable and culturally relevant. The collaboration between the Australian Government, Cancer Council Australia and 33 Creative demonstrates best practice in reaching First Nations audiences – ensuring culture, community and lived experience are reflected in the work. This approach helps build trust and creates campaigns that genuinely connect with mob.”

Says Saunders: “As a proud Biripi man and a dad, this campaign is personal to me. We look after our families, we look after our communities, but too often we put our own health last. If taking a free bowel screening test could give you more time with your kids, your grandkids and your mob, then it’s worth doing. I’m proud to stand alongside this campaign because it’s about breaking down shame, starting conversations, and reminding our people that looking after yourself is one of the strongest things you can do.”

Bowel cancer is Australia’s second biggest cancer killer, and Aboriginal and Torres Strait Islander people have higher rates of bowel cancer, making regular screening particularly important.

The National Bowel Cancer Screening Program provides eligible Australians aged 45 to 74 with a free screening kit every two years. Eligible Australians aged 50 to 74 will automatically receive a kit in the mail every two years, provided their Medicare details are up to date. Australians aged 45 to 49 can request their free at-home kit online, over the phone on 1800 627 701, or with their health care professional.

The free, at-home test can detect early signs of bowel cancer before symptoms appear. If bowel cancer is detected early, more than 90 per cent of cases can be treated successfully.

The Stay in the Game for You and Your Mob creative will be supported through a broader national communications and media campaign encouraging First Nations communities to make bowel cancer screening a regular part of looking after their health.

For more information about bowel cancer screening and eligibility, visit Bowel screening for First Nations communities | Cancer Council Australia.

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