BRIEF: Convince Australian men to take the free Bowel Cancer screening test.
TARGET AUDIENCE: Australian men aged 50 - 74, with specific attention on 50 - 54 age bracket.
BACKGROUND: The Bowel Cancer screening test seems effortless on face value; they arrive at your house and you just do it and send it back, right? Almost, while it seems easy enough many men feel uncomfortable if not embarrassed to send their fecal matter in the male, while others carry a "what are the odds, I'll get to it one day" notion.
INSIGHT: Taking the test makes me uncomfortable so it's easier not to address it.
MEDIUM: Out Of Home