National bowel screening multimedia campaign to launch in July 2022

A vibrant and colourful multimedia campaign encouraging people to take part in bowel screening will launch on 6 July 2022.

The campaign will promote public awareness about bowel screening, with a focus on increasing participation for eligible Māori and Pacific people and disabled people. It seeks to complement and enhance the comprehensive work carried out by the bowel screening workforce across Aotearoa, and to tap into the insights and knowledge they have gained through working with their communities.

The Puhimoana Ariki Collective has developed the campaign, following a process that embodies Māori and Pacific ways of engaging, thinking, working and creating. The campaign has been co-designed with relevant audiences and stakeholders, and was developed in several phases, based on research with those audiences.

The resulting television commercial and materials reflect Māori and Pacific colour, vibrancy, whānau values, and humour.

The campaign will be promoted nationally on television, radio, digital advertisements, social media and posters. There will also be an education layer featuring videos, brochures, digital ads, posters and social media. Materials are being produced in te reo Māori, a number of Pacific languages, New Zealand sign language, and easy read formats.