A major national community roadshow, campaign launch event and communication and marketing outreach

COMMUNITY ENGAGEMENT | DIGITAL ENGAGEMENT | CONTENT DEVELOPMENT | COMMUNICATION STRATEGY & PLANNING | STAKEHOLDER ENGAGEMENT STRATEGY

Delivering a major national community roadshow, campaign launch event and communication and marketing outreach.

Client

Australian Government Department of Health and Aged Care

 

Challenge

The LKB Agency was engaged by the Commonwealth Department of Health and Aged Care to deliver a national community engagement campaign raising awareness and increasing participation in the National Bowel Cancer Screening Program.

The national community engagement campaign includes a launch event, a community roadshow, visiting 32 locations across Australia, and a workplace partnership program. The campaign is designed to target the three priority audience groups for bowel screening: First Nations communities, Culturally and Linguistically Diverse (CALD) communities and eligible Australians aged between 45 and 74 years.

Strategy

LKB’s strategic approach brings together communication and engagement activities designed to reach target audiences and raise awareness about the screening program in locations where screening rates fall below the national average of 40.0%.

The key elements of the campaign include:

    • Community launch event in partnership with the Western Sydney Wanderers
    • Get behind it! Community roadshow and event trailer
    • Partnership workplace program
    • Marketing, communication and social media activities
    • Campaign brand and collateral development.

National launch event

In May 2024, LKB delivered a national launch event in Western Sydney in partnership with the Western Sydney Wanderers, to launch the campaign activities and the Get behind it! Community roadshow.

The launch event was attended by more than 60 guests including community groups and the local community, Western Sydney Wanderers staff, players and supporters.

A panel of guest speakers included health professionals, Professor Eleonora Feletto and Professor Golo Ahlenstiel, bowel cancer survivors, Erik Carapetian and Chris Apps, and the event was hosted by Dr Andrew Rochford, the National Bowel Cancer Screening Program Get behind it! Community roadshow ambassador.

The event unveiled the community engagement event trailer which will travel to communities throughout Australia.

Partnership program

The partnership program engaged with workplaces and community groups to share information and collateral on the screening program on their owned channels and encouraged employees to do the test or encourage their loved ones to do it.

Workplaces were also offered the opportunity for a morning tea and visit from the community trailer. LKB organised and delivered 3 workplace visits during the campaign.

Community roadshow

To further target and engage with the three priority groups, LKB coordinated, executed and delivered a national community roadshow. Between May and October we visited 32 locations where testing rates fall below the national average of 40.0% in NSW, QLD, Northern Territory and the ACT, raising awareness about the screening program and encouraging eligible Australians to do the test.

As well as low participation rates, the roadshow targeted specific locations with large First Nations and CALD communities. The roadshow was an opportunity to directly influence and engage with local communities and individuals, encouraging participation in the program.

    Results

    To date, the Get behind it! Community roadshow campaign has achieved:

    Between May and October, the LKB team has engaged with over 12000 people throughout NT, QLD, ACT, Sydney Metro and Regional NSW locations with an estimated total reach of 80,949 people.

    Partner pitch packs and toolkits distributed to over 1700 potential partners and workplaces and 646 Government bodies.

    94 confirmed partners generated from the partnership campaign.

    52 community engagement events organised across NT, QLD, ACT and NSW with the trailer covering 17,233 kilometres.

    Multiple articles featured in local NT, QLD, ACT and NSW publications.

    65 people in attendance at the national launch event, with media coverage of the event featuring on Channel 10 News as well as local publications.

    In 2024, The LKB Agency were selected to deliver a community engagement campaign for the National Bowel Cancer Screening Program. From the initial response to final delivery of services, The LKB Agency excelled in expectations. The team was well versed in the objectives of the campaign and program providing excellent strategy, delivery of events, stakeholder engagement and asset creation to encourage participation and normalise conversations around preventative health. The team are professional and delightful to work with. We would not hesitate to recommend Lucy, Kirsty and The LKB Agency team to engage for services.

    – Victoria Smart, Department of Health and Aged Care