THE PROBLEM:
Only 30% of Australians are using the free bowel cancer screening test sent to them in the post.
INSIGHT:
People aren't motivated to screen for cancer as they don't think it's likely they'll get it if they're healthy.
THE IDEA:
Create a radio ad that's simple, effective, and likely to be listened to on stations frequented by older demographics- for example, AM radio, smooth fm, GOLD1043.
THE SCRIPT:
MALE VO: You could cut yourself shaving.
sfx: ouch!
MALE VO: You could slip in the shower.
sfx: thud
MALE VO: You could drop your hairdryer into the bathtub.
sfx: zap, thud
MALE VO: All of these are pretty dangerous, and they're all in the same place you do your [hushed] number 2's in.
sfx: flush
MALE VO: But the thing that's responsible for over five thousand deaths every year, right where you poop? Bowel cancer. If you're over 50, you'll get a screen in the post. Save your life (and maybe the rest won't matter so much).
