Gatecrasher Perth releases new early detection campaign for Cancer Council Victoria
The COVID-19 lockdowns in Victoria saw a dramatic drop in people reporting cancer related symptoms to GPs and other health professionals over the 2020 and 2021 period.
This was due largely to the problem of patients not wanting to increase the burden on the already stretched health system in the state.
Through a research-led competitive process, Cancer Council Victoria selected Western Australian agency Gatecrasher to deliver a campaign aimed at increasing awareness of and participation in early detection health behaviours.
Adam Barker, Creative Partner at Gatecrasher Perth, 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,” said Barker.
Kelly Dienaar, Head of Media and Communications at Cancer Council Victoria, said: “With declines in new cancer diagnoses, Cancer Council Victoria identified the urgent need to increase awareness of and participation in early detection health behaviors, such as attending health checks and cancer screening, 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 has worked on on the WA Cancer Council account for over 20 years.
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
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
