Scanning campaign to help save an estimated 115 lives

New data shows Cancer Council Victoria’s 2023 bowel screening awareness campaign prompted more than 25,000 Victorians to complete a bowel screening test, which is estimated to save 115 lives through early diagnosis and treatment.

The campaign, funded by the Victorian government and launched in September 2023, featured the story of father of two Laurence “Laurie” Cronin, who was diagnosed with bowel cancer after doing the free bowel screening test.

Analysis undertaken by the Centre for Behavioural Research at Cancer Council Victoria estimates an additional 25,080 Victorians completed and returned a bowel screening test after seeing the campaign in 2023.

Modelling by the Daffodil Centre has estimated this increase in participation would result in about 1,400 additional colonoscopies to follow up positive tests, resulting in an additional 585 precancerous lesions and 55 bowel cancers detected in Victoria in 2023.

Ultimately, it is estimated that the campaign will help prevent 115 bowel cancer deaths in Victoria over the next 40 years through early detection and removal of precancerous lesions.

Mr Cronin, whose experience with bowel screening was at the centre of the campaign, said he was thrilled to hear the impact his story had on other people.

“I’m lost for words at how many people have actually gone and done the test – it’s an amazing feeling.

“I’m just a regular person and to think that I might be able to help other people – it’s almost unbelievable that I could have that effect.”

Bowel screening is for people aged 45 to 74 who do not have any bowel cancer symptoms.

People aged 50 to 74 receive a free bowel screening test kit from the federal government in the mail every two years to the address listed on their Medicare card, while people aged 45 to 49 can request their first bowel screening test kit by contacting the National Cancer Screening Register.

Cancer Council Victoria head of screening Kate Broun said public health campaigns helped raise awareness of the importance of early detection and address misconceptions that stop eligible participants completing the test.

Data showed only 42.6 per cent of Victorians aged 50 to 74 were participating in the National Bowel Cancer Screening Program.

“Bowel cancer is the second biggest cause of cancer death in the country, but also one of the most preventable,” Ms Broun said.

“Our research shows while many people are aware of the bowel screening test, they think because they feel fit and healthy with no symptoms or don’t have a family history they are not at risk.”

Minister for Health Mary-Anne Thomas said the impact of the 2023 bowel screening awareness campaign was life-saving.

“The more we can encourage our community and loved ones to do their screening, whether it’s through public health campaigns or everyday conversations, the better results we will have.”

To learn more about bowel screening and bowel cancer, head to cancervic.org.au/bowel

If you need to re-order a free bowel screening test kit, phone 1800 627 701 or head to ncsr.gov.au/bowel