It’s Good to Know.

In the halls of our industry self-deprecating banter around how frivolous our jobs actually seem, with the phrase ‘we’re not curing cancer’ too often spouted. Well, our campaign definitely didn’t cure lung cancer but sure went a long way to helping a great deal of very vulnerable and at-risk Australians discover and treat theirs.

The It’s Good to Know campaign for the federal govt. supported the launch of the National Lung Cancer Screening Program, aimed at increasing awareness and participation among eligible Australians. With lung cancer Australia’s leading cause of cancer-related death, this screening program offered a new opportunity for early detection, when it’s 75% more treatable. But to do so, we needed to ensure that everyone eligible knew about this program and was supported to participate. 

The campaign itself reflected the diversity of the eligible population and ran extensively across TV, radio, digital, social media, outdoor and through community platforms to reach people where they were.

According to the Federal Health Minister Mark Butler, the campaign has proven an overwhelming and ongoing success attracting over 100,000 participants to date, with another 285 joining every day.