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Client Experience – Case Study: Australian Cancer Society     < Previous  |  Next >   

Cancer was once regarded as a death sentence, with the result that Australians who discovered that they had symptoms such as a lump or persistent cough, were simply too afraid to present to a doctor.

This theme, helped to ‘normalise’ the disease and change attitudes and the phrase “Cancer is a word, not a sentence” has since passed into the language and is often quoted today.