Ogilvy Health launches new Bowel Cancer Australia awareness campaign
Bowel Cancer Australia has unveiled a new awareness campaign to debunk myths that bowel cancer is an ‘old man’s disease’.
Using alarming and descriptive news headlines, the charity depicts bowel cancer as a deadly creature, using real-life examples of five Australians affected by the illness.
Developed by Ogilvy Health, Australia’s Deadliest highlights that more than 1,700 Australians below 50 are diagnosed with bowel cancer each year.
Ogilvy Health Group creative director Nina East said the campaign aims to help the community understand that people of all ages can be affected.
“Through authentic real experiences, we portrayed bowel cancer as a deadly creature striking Australians aged 25-44,” she said.
“We needed something that would motivate people to be vigilant and look for symptoms. Thanks to the bravery of five phenomenal patients and an amazing client partnership, I think we’ve achieved that.”
Leaning into the imagery and style of tabloid journalism, Australia’s Deadliest is executed across various mediums, including TV, digital media, print, social media, and radio.
Award-winning production house AIRBAG brought the campaign to life under the expert leadership of director Eddy Bell.
“I’m incredibly grateful to have been part of this campaign, not only for the opportunity to tell the journeys of the amazing patients involved, but it also gave me a chance to start a dialogue around this disease with my own loved ones,” he said.
Bowel Cancer Australia marketing and publicity manager Stephanie Bansemer-Brown highlighted that younger people are dying from a disease that is 99% treatable when caught early, yet bowel cancer awareness remains low.
“As a bowel cancer survivor, I am so proud of this campaign and the bravery of Nina, Jake, Rachel, Kin, and Anthony, who feature in it, to highlight the impact of this disease on younger Australians,” Bansemer-Brown said.
Australia has one of the highest rates of bowel cancer in the world, with 1 in 15 Australians developing the disease in their lifetime.
Credits:
Client: Bowel Cancer Australia
Julien Wiggins – CEO, Bowel Cancer Australia
Stephanie Bansemer-Brown – marketing and publicity manager, Bowel Cancer Australia
Creative and strategy: Ogilvy Health Australia
Media: Assembled Media
Zac Chapman – managing director
Samantha Murphy – client manager
Production: AIRBAG
Director – Eddy Bell
Managing partner – Adrian Bosich
Executive producer – Martin Box
Executive producer – Renae Begent
Senior producer – Megan Ayers
Cinematographer – Jason White
VFX – AIRBAG
Post producer – Nick Venn
VFX supervisor – Rob Ride
Lead VFX artist – Will Lovett
Compositor – Heidi Wentworth-Ping
Offline editor – James Ashbolt (ARC Edit)
Motion graphics – Gabriel Tick (Studio Union)
‘Let Go’ by Cash Savage and the Last Drinks
Music publication c/o Gaga Music
Music editing & sound design: Brendan Woithe & Declan Diacono (Klang Studios)
Sound post producer: Analese Cahill (Klang Studios)
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