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'You didn't want vanilla. You wanted something provocative that would cut through ...' - Nina
Episode 471st June 2024 • The Bottom Line Podcast • Bowel Cancer Australia
00:00:00 00:37:28

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Stephanie chats with Ogilvy Group Creative Director, Nina East, Director, Eddy Bell and bowel cancer survivor, Kin Leong about the creation of Bowel Cancer Australia's latest awareness campaign, "Australia's Deadliest".

They discuss the brief, the process, and the final result in developing an advertising campaign that resonates with the target audience and delivers on the key message that you are never too young for bowel cancer. 

This engaging chat highlights the importance of the authentic patient voice and demonstrates how through collaboration and professional respect the campaign was able to be elevated at every level.

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47. 'You didn't want vanilla. You wanted something provocative that would cut through ...' - Nina
00:37:28
46. 'I now enjoy spending time with the ones I love. Doing the things that I love,' says Jake.
00:27:14
45. "We are always thinking about who else is with us, even if they are not in the room," explains genetic counsellor Alisha.
00:28:39
44. Gabrielle says, 'I’d much rather take a poo test than a mammogram...'
00:36:28
43. Angus rejoins his Mum, Stephanie, this time as the interviewee
00:21:39
42. 'A well-stocked kitchen makes it so much easier to make nutritious choices and a weekly plan means you are more likely to stick to it,' Teresa explains.
00:23:35
41. 'We had a great relationship and she loved speaking to me about footy every time we caught up,' says Chad.
00:13:01
40. 'Racing saved my life,' explains Michael
00:26:04
39. 'I miss the way she would hold us. I could feel her heart and her warmth.'
00:28:56
38. 'I outsource the more difficult areas to ensure I don’t burden my husband and family...', says Nina
00:35:44
37. 'I’d jump on the board and all the cancer stuff would leave me . . .' says Kieren
00:25:52
36. 'You’re already grieving for that person, long before they pass away,' says Lauren.
00:26:19
35. Adam explains, 'I went away from Canberra with a happy heart!'
00:25:43
34. 'Being gifted Lily reminded me to never give up, that anything is possible and miracles do happen,' says Hollie.
00:25:49
33. Stephanie says 'I was very scared history would repeat itself and that I may die from bowel cancer and leave you without a Mum.'
00:20:27
32. Dr Pachter explains, 'If you have Lynch syndrome don't be discharged (from your medical team)...'
00:31:31
31. Dr Penelope De Lacavalerie says, 'Time to break the taboo around talking POO!'
00:28:29
30. Fiona explains, 'Bowel cancer can be life changing . . . there can be a real lack of support following surgery.'
00:23:02
29. 'My face didn’t look like anything I would see or the conversations I would hear so I didn’t even think bowel cancer was a possibility,' says Emily.
00:29:32
28. Abbey explains, 'My job, and my family and friends (job), is to keep Marcus alive (for our girls) by talking about him.'
00:26:55
27. 'Be a pleasant squeaky wheel…come empowered, have questions to ask and deliver them in a pleasant way', says Anthony.
00:31:31
26. 'Why wouldn’t you take 15 minutes from your day to do the test and possibly save you from a much bigger challenge,' says Wayne.
00:33:26
25. The lining of the gut is very similar all the way from the mouth to the anus, it just differs in thickness, Dr John Ding explains.
00:35:25
24. Jessica says 'I kick myself in hindsight that I did not find just 15 minutes in a day for myself. Every time I saw blood, I thought this is not normal.'
00:33:49
23. 'A social worker looks at the person holistically both the physical as well as the social aspects affecting your health,' says Victoria.
00:27:55
22. "There is a lot of gaps in survivorship care for bowel cancer patients," Sally explains.
00:15:19
21. 'Women’s bodies seem to offer so many potential detours when looking for a diagnosis. Be willing to politely question a medical professional,” says Margaret.
00:30:12
20. 'My friends were finishing high school and celebrating their 18ths while I am mourning at my Mum’s funeral,' Chantel explains.
00:21:39
19. 'You get a little picnic rug for your poo and take the poo to the picnic,' Cal Wilson describing her NBCSP experience
00:23:42
18. “I can feel profound loneliness as a cancer patient trying to access treatment during COVID-19,” says Nicole.
00:36:10
17. 'Anxiety and depression go hand in hand with pain – we must improve pain management and report it loud and clear,' says Dr Tim Hucker.
00:27:35
16. Gemma talks of the day she was told she had young-onset bowel cancer 'You instantly think of your children. I’ll never forget that one moment!'
00:25:19
15. 'There is so much we don’t know and equally so much opportunity to improve patient outcomes,' A/Prof Jeanne Tie explains.
00:41:52
14. Kate recalls “I feel like I owe her my life. I feel like baby Ava saved me.”
00:33:27
13. 'The loss I have suffered will not decrease any more today, tomorrow or next year, I will just grow with it,' says Michelle.
00:55:33
12. 'I find it very humbling. I feel like I really do make a difference,' Stoma Nurse, Amanda explains.
00:34:22
11. Donna recalls "it was such a dark time but I just remember thinking. . . I so want to be a grandmother. I so need to be here for my boys.”
00:23:00
10. Dr Newstead talks bowel surgery and the most important indicator of a successful operation
00:42:21
9. Chris discusses treatment planning and how his dog Pickle helped him
00:25:31
8. Dr Bernard Chin discusses quality colonoscopy - 'If you see brown, we see brown'
00:24:04
7. Sean & Michelle discuss navigating a metastatic bowel cancer diagnosis
00:32:58
6. Mark Allen shares his bowel cancer experience
00:21:15
5. Practical & peer-to-peer support - Camille
00:10:05
4. 45-49 Gen Xers most at risk - Bernard Salt AM
00:14:28
3. Talking poo & symptoms - Dr Graham Newstead AM
00:16:22
2. Diet & bowel cancer risk - Teresa
00:17:49
1. My age was not a factor - Dannielle
00:09:40