BOWEL CANCER WAITS FOR NO ONE: THINK HQ LEADS NATIONAL SCREENING DRIVE

The Australian Government has appointed Think HQ to lead a nationwide campaign driving participation in bowel cancer screening. Launching on 1 June with the tagline “Bowel Cancer Waits for No One,” the initiative combines community activations, multicultural outreach, and creative promotion to engage under-screened Australians with life-saving screening kits.  

The Australian Government has appointed positive change agency Think HQ to spearhead a nationwide community engagement roadshow aimed at boosting participation in the National Bowel Cancer Screening Program (NBCSP). The initiative, launched on 1 June, seeks to encourage Australians aged 45–74 to complete and return their free screening kits.  

Awarded after a competitive tender, the account places Think HQ at the helm of strategic design and rollout across experiential activations, partnerships, community events, communications assets, and social content. The campaign will be promoted through paid, owned, and earned channels, with a strong focus on under-screened communities including Aboriginal and Torres Strait Islander audiences, culturally and linguistically diverse groups, and those in regional and remote areas.  

In addition to its community engagement remit, Think HQ has also been named creative agency for the NBCSP promotion campaign, while its multicultural division, CultureVerse, will deliver tailored in-language content in Arabic, Mandarin, and Vietnamese. This forms part of a broader agency village led by Cancer Council Australia in partnership with the Australian Government.  

The campaign, anchored by the tagline “Bowel Cancer Waits for No One,” is running nationally across broadcast television, BVOD, YouTube, social, press, and out-of-home advertising. The multicultural extension includes bespoke video, press, and social assets, alongside stakeholder engagement and community partnerships targeting priority audiences.  

Jen Sharpe, Founder and Managing Director of Think HQ, said: “We’re incredibly proud to be partnering with the Australian Government on such an important national initiative. This work reflects our growing reputation as specialists in behaviour change, as well as our ability to deliver fully integrated, culturally informed campaigns in-house. Most importantly, it’s an opportunity to create meaningful impact, helping more Australians engage with life-saving screening in ways that feel relevant and accessible.”  

The partnership is now underway, with activations set to roll out nationally, marking a significant step in tackling one of Australia’s most preventable cancers through awareness, accessibility, and community-driven engagement.