Bowel Cancer Australia’s #Never2Young CPD Series was developed in response to a concerning rise in early‑onset bowel cancer, with 1 in 9 new cases now occurring in people under age 50. GPs play a pivotal role in early detection and timely referral, yet Australian studies show younger people may spend between 3 months and 5 years consulting multiple doctors before receiving a diagnosis.
To boost awareness and drive CPD training uptake, Bowel Cancer Australia needed a campaign that cut through competing messages and highlighted the importance of recognising red flag symptoms in younger patients.
The goal was to create a presence at the 2025 GPCE Melbourne conference that sparked curiosity, opened meaningful conversations and motivated GPs to engage with the training, while extending the campaign beyond the conference floor.
We delivered an integrated campaign that combined our strategic, media and campaign management capabilities to raise awareness of early‑onset bowel cancer and drive engagement with the #Never2Young CPD Series.
At GPCE, our strategy focused on creating a distinctive and memorable presence that would cut through a crowded conference. We guided the development of a standout exhibition anchored by a life‑sized, custom‑built apple tree to attract attention and draw GPs into the space. This setting created the right environment for advocates to share their lived‑experience stories and spark meaningful conversations about early‑onset bowel cancer.
To maintain momentum, our strategy carried into GP clinics. We delivered apple boxes to 54 practices across Southeast Queensland, combining a fresh, tangible item with essential information on early‑onset bowel cancer and the CPD Series. This clinic‑based touchpoint was designed to keep the message front‑of‑mind in the environment where GPs make daily clinical decisions.
We amplified campaign reach through a coordinated media and content strategy, including targeted digital advertising, advocate‑led storytelling and earned media activity. This combination helped build awareness, spark conversation and direct GPs to the #Never2Young CPD Series.
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