BUILDING TRUST TO SAVE LIVES: THINK HQ’S NATIONAL BOWEL CANCER ENGAGEMENT DRIVE

Think HQ and its multicultural division CultureVerse, in partnership with the Australian Government, have launched a two-year national community engagement program to boost bowel cancer screening. With over 50 events planned across 2026–27, the initiative combines immersive activations, cafés, and community conversations to tackle stigma and drive lasting behaviour change.  

Australia has embarked on a bold new chapter in public health engagement with the launch of a two-year national program designed to tackle one of the country’s most pressing cancer screening challenges. Think HQ, alongside its multicultural division CultureVerse and in partnership with the Australian Government, has unveiled a community-first strategy that rejects the traditional short-term roadshow model in favour of sustained, embedded activity.  

The initiative, which officially began last week with its first live activation in Adelaide, will deliver more than 50 events across 2026 and 2027. Its mission is clear: to address the persistent gap between the six million free bowel cancer screening kits mailed annually to eligible Australians and the two million that remain unused. By combining high-impact metropolitan activations with trusted regional partnerships, the program aims to build health literacy, dismantle stigma, and encourage participation in a test that could save thousands of lives.  

At the heart of the strategy are three innovative engagement formats. The flagship ‘Loo Post’ activations offer an immersive walk-through experience that demystifies the screening process, showing step-by-step how simple and hygienic the test is. Complementing this are ‘Catch it Early’ cafés, informal pop-ups hosted in local coffee shops where relaxed conversations replace clinical messaging. Finally, ‘Community Conversations’ embed small-scale events within cultural festivals and gatherings, delivered alongside bilingual leaders to ensure inclusivity and cultural resonance.  

Recognising the importance of culturally safe engagement, Think HQ has partnered with First Nations specialist agency Winangali to co-design tailored programs for First Nations communities. This collaboration underscores the initiative’s commitment to equity, ensuring that barriers unique to different groups are addressed with sensitivity and respect.  

Jen Sharpe, Founder and Managing Director of Think HQ, explained the philosophy behind the approach: “If you want to create genuine, lasting behaviour change, you can’t just drive a branded truck into a town for a day and leave. We intentionally rejected the traditional roadshow format. Instead, we are building a sustained, two-year ecosystem of activities embedded within communities. By partnering with local champions and organisations who already hold the community’s trust, we are ensuring this work leaves a real legacy.”  

Jess Billimoria, Chief Audiences Officer at CultureVerse, highlighted the role of intimacy and trust: “Our ‘Community Conversations’ are designed for intimacy and safety, complementing broader campaign channels to deepen engagement. By taking these conversations directly into trusted community settings and working with bilingual community figures, we can help break down the taboos and cultural barriers that have historically kept screening rates low in some multicultural communities.”  

The program also dovetails with the national campaign “Bowel Cancer Waits for No One,” delivered in partnership with Cancer Council Australia. CultureVerse is leading the multicultural campaign delivery, ensuring diverse communities are reached with messaging that resonates.  

As the initiative rolls out nationwide, its blend of creativity, cultural sensitivity, and sustained presence offers a fresh model for public health engagement. By embedding itself within communities rather than passing through them, Think HQ and CultureVerse are setting out to transform not just awareness, but behaviour — and in doing so, save lives.