Although Australia has made strides in improving cancer survival rates an estimated 150,000 new cases of cancer were diagnosed across the country in 2020.[1] The Minister for Health and Aged Care, The Hon Greg Hunt MP, has acknowledged the multifaceted challenges of tackling cancer, and in particular the disparities in outcomes among cancer types and population groups, including Aboriginal and Torres Strait Islander people.
It has been estimated that every day five Aboriginal and Torres Strait Islander people are diagnosed with cancer (Australian Institute of Health and Welfare, 2019). While this is likely an under-estimation due to data coverage and identification issues (National Cancer Control Indicators, 2021a), research has shown that improving individual and community knowledge about cancer, treatments and likely survivability is an enabler for improving cancer outcomes (National Cancer Control Indicators, 2021b).
One way in which Cancer Australia hopes to improve cancer outcomes for Aboriginal and Torres Strait Islander people is by leveraging the transformative power of digital technology.[2] Cancer Australia is in the process of co-designing a national website with, and for, Aboriginal and Torres Strait Islander people. The website will provide a central source of current, evidence-based cancer information, awareness messaging, support and guidance material, and resources that are relevant to Aboriginal and Torres Strait Islander individuals and communities and health professionals. A key point to consider is the importance of ensuring that the website communicates in ways that resonate with digital audiences of Aboriginal and Torres Strait Islander people.
In April 2021, Cancer Australia released an Approach to Market for the provision of services to undertake focus testing of website content and creative concepts with Aboriginal and Torres Strait Islander people, including those affected by cancer, their families and carers, as well as those wanting information about cancer.
We, ResearchCrowd, were awarded the project.[3]
Our Final Report is presented in four key sections.
Introduction presents the context, requirement, evaluation framework and structure of the report.
Methodology introduces the Aboriginal and Torres Strait Islander community focus groups from seven locations across Australia: (i) Darwin, Northern Territory; (ii) Wollongong, New South Wales; (iii) Moree, New South Wales; (iv) Lowood, Queensland; (v) Broome, Western Australia; (vi) Karratha, Western Australia and (vii) Iama Island, Torres Strait.
Data comprises 12 pages of website content and 3 creative concepts. These are focus tested.
Findings are collated, analysed and synthesised considering:
- language and tone, readability and cultural appropriateness of the website content pages, and
- look, feel and cultural appropriateness of creative concepts.
Conclusions summarise the main findings from content pages and creative concepts, and outline final considerations and recommendations made by community focus groups.
A list of recommendations are provided for Cancer Australia that aim to contribute to improving the national website for Aboriginal and Torres Strait Islander people, including those affected by cancer, their families and carers, as well as those wanting information about cancer.
[1] Ministers Department of Health. (2021). Cancer funding boost and development of Australian Cancer Plan.
[2]Personal communication, Cancer Australia and ResearchCrowd Kick-off Meeting, 12 May, 2021.
[3]ResearchCrowd is an independent Indigenous research business established pursuant to the process administered by Supply Nation for registering Certified Suppliers in Australia.