Cancer Council Victoria launches new early detection and anti-vaping campaigns
Cancer Council Victoria has launched two new campaigns, one to encourage early cancer detection and the other to discourage vaping, via creative agency Gatecrasher.
The new early detection campaign, ‘We Want to See You’, encourages Victorians to come forward to attend health checks and cancer screenings, and flag any worries they may have with doctors.
Covid lockdowns saw a dramatic drop in people reporting cancer-related symptoms to health professionals, largely due to patients not wanting to increase the burden on the already stretched health system in Victoria.
Head of media and communications at Cancer Council Victoria, Kelly Dienaar, added: “With declines in new cancer diagnoses, Cancer Council Victoria identified the urgent need to increase awareness of and participation in early detection health behaviours, such as attending health checks and cancer screenings, in order to ensure timely cancer diagnosis.
“We needed a campaign that encouraged people to prioritise their health and gave people the confidence to seek guidance from a health professional.”
Gatecrasher was chosen to take on the campaign through a research-led competitive process.
Adam Barker, creative partner at Gatecrasher, said: “The most effective creative solution was to show health professionals actively inviting patients to ‘come back’ and talk about any changes they might have noticed in their bodies.
“The campaign thematic of ‘We Want to See You’ was largely inspired by the insightful work of Michael Murphy Research,” he said.
The anti-vaping campaign, also by creative agency Gatecrasher, was done in partnership with Quit and the Victorian Health Promotion Foundation (VicHealth).
‘See Through the Haze’ has been designed to dispel misperceptions around the harmlessness of vaping.
E-cigarette use is continuing to rise, despite huge spend from the government to tackle it, and there is an urgent need to show people it is not safe.
Dienaar said: “With the prevalence of e-cigarette use increasing, especially among young people, it is crucial to urgently raise awareness about the potential risks associated with vaping.
“Studies have revealed the presence of over 2– substances in e-cigarette e-liquids and aerosols, with 42 of them being harmful when inhaled. The primary objective of this campaign is to educted people who vape and those around them, about the potential dangers of vaping, emphasising the fact that e-cigarettes continue numerous toxic chemicals.
“By increasing knowledge about these risks and possibly generating concern and discomfort about the potential impacts, individuals who vape may be prompted to question their vaping behaviour. This, in turn, could motivate them to quit vaping or seek assistance in doing so, ultimately leading to attempts to quit altogether.” she said.
Out-of-home signage for the anti-vaping campaign
Barker added: “The creative opportunity we found was to both convey the fact that poisons are present in vapour, and at the same time, deglamourise the visual ‘cool’ of vapour clouds.”
‘We Want to See You’ Credits:
Client: Cancer Council Victoria
Head, media and communications, prevention – Kelly Dienaar
Marketing manager, prevention – Maddy Leigh
Manager, early detection – Sabine Ostrowski
Research and evaluation manager – Kerryann Wyatt
Agency: Gatecrasher
Senior account director – Emma Lambert
Account manager – Sara Cunningham
Creative partners – Adam Barker & Lori Canalini
Senior art director – Henry Billington & Dan Triscari
Managing director – Tony Scampoli
Production & crew:
Production company – Stir Fry Content & Fancy Films co-production
Director – Keryn Nossal
Producer – Elsie Shaw
DOP – David Guest
Stills – Lori Canalini
Gaffer – Christiaan Abernethy
Sound – Dylan Timtschenko
Production coordinator – Rebecca Gauci
Art department assist – Alex Walton
Edit & grade – Ben Wright
‘See Through the Haze’ Credits:
Client: Cancer Council Victoria
Head, media and communications, prevention – Kelly Dienaar
Marketing & campaign advisor – Amelia Seeber
Research and evaluation manager – Eve Mitsopoulos
Marketing manager, prevention – Maddy Leigh
Agency: Gatecrasher
Senior account director – Emma Lambert
Account manager – Sara Cunningham
Creative partners – Adam Barker & Lori Canalini
Senior art director – Henry Billington & Dan Triscari
Managing director – Tony Scampoli
Production & crew:
Production company – Stir Fry Content
Director – Matt Sav
Producers – Anouk Ratnawibhushana, Elsie Shaw
DOP – Tim Fitzgerald
1st AC – Arthur Bienkowski
Gaffer – Grant Wilson
Best boy electric – Finn Barrett
DIT – David Attwell
Grip – Greg McKie
Best boy grip – Clint Lawrence
Sound mixer – Jeremy Ashton
Casting – Megan Riley, Toesox Productions
Location manager – Claire Burton
Location/unit manager – Jakob Clements Grasa
Production design – Monique Wajon
Art department – Hannah Terpsis, Christopher Sparrow
Hair & makeup – Kate Farmer
Wardrobe – Danielle Chilton
VFX & post – Cutting Edge
On-set VFX supervising – Siamese
VFX concept development – Sam Price
Storyboards – Raphael Thexeira
Sound design – Nick Gallagher, Cue Sound
Social exports – Ben Wright
Production coordinator – Jess Seinor
Production assistant – Alexa Teixiera
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Adam Barker
anti-vaping
Campaign
Cancer Council Victoria
early detection
Gatecrasher
Kely Dienaar
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