Not for profit

Cancer Council Victoria

The Cancer Council, Victoria wanted to increase awareness of the ‘bowel cancer screening program’ and activate the 50% of people aged 50 to 75 years who do not participate in the free screening program.

The six week Tonic campaign consisted of a full sound 30 second TV commercial broadcast once every 30 mins, in 317 Victorian Medical Centres, and reached an estimated audience of 1.8 million.

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Outcomes

Roy Morgan Research independently evaluated the campaign success  which was highly effective in influencing consumer behaviour within Tonic intervention sites:

  • Awareness increased by 33%, to 49.4% after the campaign activation.
  • 80% of those surveyed who reported being aware of the campaign, were able to specify which media channel they observed.
  • 45.5% of people saw it in a GP waiting room on a Tonic screen. 
  • 11.7% of people who had NOT previously participated in the Free Screening Program, regretted their choice after seeing the campaign.
  • 10.3% planned to participate next time.
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Why it matters

 These results demonstrate, people visiting their GP are actively seeking health solutions; making them considerably more likely to absorb and recall a health campaign. In addition, the campaign achieved a broader health and societal benefit with 75.7% discussing bowel cancer screening with their family.