Cancer Council Victoria aims to engage CALD communities in new campaign, via Think HQ
Think HQ, and its multicultural community engagement arm CultureVerse, has partnered with Cancer Council Victoria to engage with culturally and linguistically diverse (CALD) audiences and increase bowel cancer screenings.
The new campaign specifically targets Punjabi, Hindi and Vietnamese-speaking groups in Victoria, encouraging them to use the free bowel screening tests Australians receive as part of the government’s national bowel cancer screening program.
Head of media and communications, prevention division at Cancer Council Victoria, Kelly Dienaar said: “Research shows that Australians who speak a language other than English participate in bowel screening at a much lower rate. Often, members of these communities face significant barriers to screening, ranging from not being aware of their risk of bowel cancer to waiting until symptoms occur before taking action or believing that their diet will protect them.
“To address the disparities in bowel screening participation rates, customised engagement and marketing strategies were crafted, leveraging research insights that identified optimal communication channels and messaging that would resonate effectively with the members of these communities.”
Think HQ worked directly with CultureVerse’s copywriters from the multicultural communities for the campaign.
The team created messages around ‘culture moments’ that could enable change in attitude and behaviour. These enablers – including family time, cooking, and exercise – then became the central focus of the in-language creative outputs. Each video concludes with a Victorian general practitioner from each respective community who delivered an in-language call to action.
“Think HQ collaborated with writers from the Vietnamese, Punjabi, and Hindi communities to create an innovative campaign using our collective creativity approach,” said Think HQ’s chief creative officer, Andy Lima.
“The co-created campaign resonated with all three audiences and effectively addressed specific community concerns through its messaging, language, and visuals. Unlike traditional campaigns that prioritise English, this one was developed directly in each language and was continually tested with community members throughout the process,” he added.
Jess Billimoria, head of CultureVerse, commented: “When we include community members right from the start we get improved outcomes, as our creative is informed by their experiences, as well as an understanding of the language.
“Going a step further to find and work with copywriters from each of the communities has taken the work to another level.”
The campaign is rolling out across TV, radio and social.
Other assets:
Credits:
Think HQ
Jen Sharpe – Founder and managing director
Andy Lima – Chief creative officer
Rob Barnett – Executive creative director
Sam McCarron – Associate creative director
Max Bengtsson – Senior copywriter
Nadia Ladson – Account director
Harshini Sivaraj – Account manager
CultureVerse
Jess Billimoria, Head of CultureVerse
Rebecca Song – Account manager
Farida Malek – Community engagement manager
Nicolas Ojeda Amador – Communications and engagement specialist
Tracy Pham, Parminder Kaur, Jasmeet Sahi – Community copywriters
Production – Think HQ
David O’Connor – Producer
Nic Song – Cinematographer
Matthew Fregnan – Video editor
Adam Dixon-Galea – Sound
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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
Andy Lima
bowel cancer
Campaign
Cancer Council Australia
CultureVerse
Jess Billimoria
Kelly Dienaar
Think HQ
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