LAUSR

Background and context: Australia has one of the highest rates of bowel cancer in the world, yet if detected early more than 90% of cases can be successfully treated. The Australian government's National Bowel Cancer Screening Program (NBCSP) send a free at-home iFOBT to all eligible people aged 50-74. Current uptake of the program is low (∼40%). Increasing bowel screening is a key focus of Cancer Council Victoria's (CCV) strategic plan (2017-2021). Aim: CCV aims to increase NBCSP participation rates in the state of Victoria, Australia to 50% by 2021. Strategy/Tactics: In 2017, CCV implemented its first ever television-led bowel screening campaign. A whole-organization approach was adopted to develop, implement and evaluate the campaign. Program/Policy process: A whole-organization approach included working with CCVs behavioral researchers to understand barriers and motivating factors to screen, collaboration with the epidemiology center to identify evidence to target campaign delivery, stakeholder liaiso...