Bastion’s creative director shares his cancer journey in powerful Cancer Council ad
Bastion has teamed with the Cancer Council Victoria to tell a very personal story, aimed at encouraging the use of the free bowel screening test kits sent to residents over 50.
Bastion’s creative director, Laurie Cronin was about to chuck his free kit in the bin, until his wife implored him to take the test instead. Cronin was diagnosed with bowel cancer, and the early detection saved his life.
If he hadn’t done the test, he would have been dead within a year. As the campaign warns: “Don’t take the risk, take the test.”
“I was honoured to write the campaign, be involved in it, tell my story and to hopefully help Cancer Council Victoria save many lives as a result,” Cronin said.
“I would have died two years ago if I hadn’t done the free bowel screening test. By the time symptoms appeared, it would have been too late. There would have been nothing doctors could have done for me.
“I’m living proof of the importance of bowel screening and people doing their free test when it arrives in the mail.”
Cancer Council Victoria Head of Media and Communications, Kelly Dienaar said: “Australia has one of the highest rates of bowel cancer in the world, yet it’s very easy to detect at an early stage via a simple free screening test that all Victorians aged between 50 and 74 receive in the mail every two years.
“The moment we heard Laurie share his personal bowel cancer story which highlights how taking this simple test saved his life, we knew it would be a powerful way to encourage other people who have the test sitting at home to take action.
“We’re delighted with the campaign and so grateful to Laurie for being prepared to share his story with such honesty, sincerity, and passion.”
Credits:
Client: Cancer Council
Head of Media and Communications: Kelly Dienaar
Marketing Manager Prevention: Maddy Leigh
Bowel Screening Program Manager: Catriona Bastian
Research & Evaluation Manager: Kerryann Wyatt
Agency: Bastion
Managing Director: Mike Godwin
Group Chief Creative Officer: Simon Langley
Nation Chief Strategy Officer: Angela Morris
Creative Director: Laurence Cronin
Creative Director: Scott Hopkin
Director: Jake Ward
Photographer: Chris Mohen
Senior Producer: Angelita Gandaksuma
Integrated Studio Director: Sean Davitt
Senior Editor: Dave Wade
Account Director: Madeline Bakker
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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We’re all glad you’re here Laurie! Nice work
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