Bowel Cancer Australia

SCOPE OF SERVICES

To support promotion of Bowel Cancer Australia’s #Never2Young CPD Series at GPCE, our team delivered an integrated campaign encompassing strategy, creative, media and event execution.

Key elements of our support included:

Strategic campaign planning aligned with Bowel Cancer Australia’s objective to increase awareness of early-onset bowel cancer among GPs
Development of messaging and copy for all supporting collateral
Design and delivery of a standout exhibition space including full booth build and styling in partnership with key partners
On-the-ground support at the three-day conference, engaging more than 2,000 general practitioners (GPs) and healthcare professionals
Management and coordination of early-onset bowel cancer advocates to attend the exhibition and share their lived-experiences
Media strategy and execution, highlighting the rise of early-onset bowel cancer through authentic advocate stories
Content creation for social and digital platforms – video, social graphics, messaging and post copy
Collateral and booth artwork coordination and design management of all conference materials
Coordination of paid media campaign alongside digital agency to strategically roll out across key channels and platforms
Performance monitoring and end of campaign report

CASE STUDY

Bowel Cancer Australia’s #Never2Young CPD Series was developed in response to an increase in early onset bowel cancer, with 1 in 9 new cases now occurring in people under age 50.

GPs play a critical role in early detection and referral yet Australian studies have found younger people may spend between 3 months and 5 years seeing multiple doctors before diagnosis.

To drive uptake of the CPD training, we designed a bold and immersive campaign that combined impactful storytelling, genuine human connection, and a standout physical experience that couldn’t be ignored.

On the ground at General Practice Conference & Exhibition (GPCE), our exhibit featured:

A custom-built apple tree as the central visual anchor
Branded materials and digital touchpoints driving traffic to the CPD Series
Daily presence of Bowel Cancer Australia’s #Never2Young advocates sharing their lived experiences in person.

Beyond the exhibit, our campaign expanded through a coordinated digital and media strategy. We launched targeted digital ads to drive traffic to the #Never2Young CPD Series and engage GPs.

Our media strategy shared compelling advocate stories to raise awareness and spark conversation about early-onset bowel cancer, while earned media boosted visibility and positioned the CPD Series as a vital educational resource.

On social media, we produced reels and curated content highlighting key moments from GPCE and amplifying the voices of young Australians to reinforce the campaign’s core message.

The Outcome

The campaign delivered outstanding results, with traffic to the #Never2Young CPD Series webpage increasing by 131% in July 2025 compared to the previous six-month average. The targeted digital advertising campaign achieved an impressive 7.4% click-through rate over four weeks. Earned media coverage in The Herald Sun and Hospital + Health further amplified the campaign’s reach, raising awareness among GPs and medical professionals. At the conference, we created valuable connections with leading health organisations, several of which expressed strong interest in rolling out the CPD Series nationally across their medical practices of some 400 plus GPs. The Instagram reels featuring advocate stories and highlights from the GPCE exhibit garnered 26k views and a 2.7% engagement rate, effectively reinforcing the campaign’s central message that you’re never too young for bowel cancer.