First Nations
Cancer Screening
A message made hand-in-hand with First Nations communities.
Deliverables
Campaign assets
Video
Digital advertising
Audio
Social tiles
Aboriginal and Torres Strait Islanders are 71% more likely to be diagnosed with cancer than non-Indigenous Australians. So, how could we persuade more individuals to access early screenings?
Working hand-in-hand with First Nations organizations to ensure our work was culturally informed and authentic, we centered the campaign on the principle of being present for others.
‘Don’t Miss a Moment’, led by a First Nations Director and featuring First Nations talent from across Victoria, delivered a simple message—tapping into the strong bonds of kinship within the community.
Focus group testing confirmed that this message resonated deeply with Aboriginal and Torres Strait Islander audiences, striking a chord that would help protect the moments that strengthen family, culture, and connection.
