Preventing cancer through meaningful conversation

To help break down the culture of silence around cancer, a group of health organisations came together to run Australia’s first ‘Let’s Talk About Cancer’ pop-up shops in shopping centres in Melbourne’s western suburbs.

How might we reduce the incidence of cancer in our community and increase early detection rates?

Challenge

An estimated 138,000 new cases of cancer will be diagnosed in Australia this year, with that number set to rise to 150,000 by 2020. 1 in 2 Australian men and women will be diagnosed with cancer by the age of 85. One in two Australians will be diagnosed with cancer by the age of 85, equating to more than $4.5 billion in direct health system costs. While a shocking amount of individuals are diagnosed with some form of cancer, it is important to know that 1 in 3 cancers are actually preventable. With these astonishing facts and figures, the importance of awareness, education and prevention is imperative to spread to all Australians.

“Talking about cancer doesn’t have to be scary, and a simple conversation can be the spark that changes, or even saves your life. No matter your background, ethnicity or language, the conversation around cancer is the same.”

— Partner Insight

Change

Some cancers can be detected at an early stage when treatment is likely to be more effective. Tests have been developed that can detect these cancers well before any symptoms are present.

The new health promotion initiative, partnered between NWMPHN, Western Health, IPC Health, Cancer Council Victoria and the State Government of Victoria aimed to help reduce the incidence of cancer in the community and increase early detection rates. The ‘Let’s Talk about Cancer’ pop-up launched to provide a welcoming space for people to come in and talk to friendly, trained staff and volunteers about how to prevent and detect cancer.

Plural worked closely across the joint-venture project to launch the initiative that aimed to get local people talking about cancer with their friends, family and health professionals. To develop a brand identity for the initiative, Plural denoted the meaningful conversations of the pop-up shop through using various languages and speech bubbles throughout the visual language. No matter your background, ethnicity or language that you speak, the conversation around cancer is the same.

“We had a really positive community response to the first pop-up shop, and we’re excited to be able to keep spreading the word throughout the west.”

— A/Prof Chris Carter

Measure

More than 250 people spoke with our cancer nurses at the shop in Sunshine Plaza, in addition to thousands of conversations with volunteers. Over 75% of those interviewed afterwards said they intended to act to prevent cancer, such as changing their lifestyle, talking to family and friends, or getting cancer screening. NWMPHN CEO Adjunct Associate Professor Christopher Carter said if even one of those people took action that helped them prevent or detect cancer, then the pop-up shop was more than worth the effort.

Cancer nurse interactions

250+

Patrons with intent to change after visiting

75%

Program duration (weeks)

4

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