Bastion Creates Campaign for Cancer Council Victoria, Featuring CD’s Own ‘Life or Death’ Story

The Cancer Council Victoria has partnered with Bastion to create a campaign to encourage Victorians aged between 50 – 74 years to take the free bowel screening test kit they receive in the mail every two years.

Laurie was on the verge of throwing the test kit away, when his wife insisted he use it. And it saved his life. Laurie was diagnosed with bowel cancer; he had a tumour located close to an artery. If he hadn’t taken action, it would have killed him within a year.

This cautionary tale is featured in Cancer Council Victoria’s new campaign, featuring the line: “Don’t take the risk, take the test”. The campaign showcases all the precious moments Laurie has experienced thanks to taking the test, such as seeing his daughter graduate and his 30th wedding anniversary. The campaign also addresses common misconceptions that prevent some people from participating, including that they feel healthy, or do not have a family history of bowel cancer.

The campaign launches at a time when data from the Australian Institute of Health and Welfare (AIHW) reveals the number of eligible Australians taking the test has declined in the 2020-2021 period, down to 40.9 per cent from 43.9 per cent during the 2019-2020 period.

Bastion creative director, Laurence Cronin, said, "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."

"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.”

The campaign went live 27th August 2023.