The National Lung Cancer Screening Program
A national program with life-saving potential
Industry
Health
Services
Collateral Roll-out
Lung cancer is the leading cause of cancer death in Australia, but if found early, it can be easier to treat.
The Australian Government’s National Lung Cancer Screening Program aims to achieve better health outcomes by finding lung cancer early and saving lives through early detection.
We were brought onboard to create and advise on a comprehensive suite of communication materials to support the program rollout, targeting both healthcare professionals and the general public. The challenge was to convey complex medical information in a way that was clear, empathetic, inclusive and accessible for diverse and vulnerable populations.
Making complex health information simple and human
Drawing on our expertise in health literacy and behaviour change, we collaborated closely with stakeholders to ensure the materials would connect with both healthcare providers and the community.
We focused on clarity, tone and usability. Every asset was designed to support informed decision-making, encourage screening participation, and enable effective conversations between patients and providers.
Campaign Roll-out
Bringing it all to life
We created a cohesive toolkit of print and digital resources to support national awareness and participation:
Brochures and Fact Sheets
Developed for both consumers and healthcare professionals, explaining eligibility, screening steps and benefits.
Infographics and Flowcharts
Visual aids to simplify complex program details.
Support Resources
Materials to guide and support individuals through the screening journey.
Tools and Checklists
Designed for healthcare professionals to assist with patient identification, discussions and referrals.
Educational Videos
A core explainer video available in both standard and Auslan formats (featuring an interpreter), plus three shorter versions optimised for social media and digital platforms.
A trusted foundation for a national rollout
The materials we created helped launch a national health initiative with clarity and impact. Healthcare providers were equipped with the tools to confidently implement the program, while everyday Australians received the information they needed to take action on their health.
By putting accessibility and empathy at the centre of every deliverable, this communication suite played a vital role in building awareness, supporting early detection, and ultimately helping to save lives.
Client testimonial
“I-M supported [the] project team in designing a suite of materials for the Australian Government’s National Lung Cancer Screening Program.
They were a delight to work with – always positive, professional and helpful. The final products were of a high standard, aligned with the program’s Brand Guardian, and met accessibility requirements.
I-M played a key role in supporting our cross-institutional team’s decision-making. They helped us understand the implications of key choices and provided expert advice on design and branding throughout the process.
We felt in safe hands and look forward to working with the Initial Marketing team again.”
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