The LKB Agency (LKB) developed and executed a national community engagement campaign for the National Bowel Cancer Screening Program (NBCSP). The goal was to raise awareness and increase participation, targeting three high-priority groups: First Nations communities, Culturally and Linguistically Diverse (CALD) communities, and Australians aged 45 to 74.

The challenge lay in reaching these groups in areas with low participation rates in bowel cancer screening, particularly in locations where rates fell below the national average of 40%. The campaign had to engage diverse populations with varying levels of awareness and cultural considerations, and it needed to do so in a way that resonated with their unique experiences and needs. LKB’s strategic approach combined communication and engagement initiatives designed to meet the campaign’s diverse needs. The primary elements of the campaign included:

• Get behind it! community roadshow – a mobile community engagement hub that travelled to 55 locations in 2024 and 2025, focusing on areas with low screening participation and large First Nations and CALD populations.
• National launch event and workplace partnership program – a launch event in partnership with the Western Sydney Wanderers in 2024 and workplace partnerships to distribute campaign materials and encourage employees to participate in the screening program.
• Tailored engagement activities – LKB used culturally sensitive engagement strategies, including partnerships with local organisations and sporting groups. Special attention was given to First Nations engagement, working with YarnnUp to create a First Nations-specific strategy for reducing stigma and encouraging participation.
• Ambassador collaborations and marketing campaigns – national and state based ambassadors were engaged to spread awareness, and marketing efforts included updated messaging following the change in the participation age from 50 to 45.