People don’t think about poo unless not doing one is messing up their day. And in the ranking of conversations in the world, poo would come close to the bottom. Bowel cancer isn’t something that young people consider either. They think it’s an old person’s disease. Sadly, it isn’t.
Almost 1 in 10 new cases occur in younger people, making it the deadliest cancer for those aged 25-29.
Getting that age group to talk, or even think, about bowel cancer is a challenge. Cox Inall Change and BWM Dentsu have taken it on for their long-standing client Bowel Cancer Australia.
They’ve created a perfectly shaped golden poo, and named it – cheekily – the Golden Nugget. It’s worth $5,000 and it’s being offered as a prize. To win it, people take a quiz. The quiz teaches them about poos, bowel cancer and checking for the signs of bowel cancer.
If caught early, bowel cancer is often treatable and catching it can be as simple as keeping an eye out for any changes in bowel movements.
The partners have also produced a video showing how to make the perfect golden poo, to trigger poo conversations:
Justine Sywak, general manager, Cox Inall Change, commented “Innovation, creativity and passion is at the heart of all the work we do and it’s an incredible privilege to support yet another game-changing campaign for Bowel Cancer Australia. It’s the deadliest cancer for 25-29 year olds and this year we wanted to shift the perception from an old person’s disease, to one that affects any age. By using humour to gain traction with a younger audience, we can start talking about what, for some, is an uncomfortable topic.”
Stephanie Bansemer-Brown, marketing and publicity manager, Bowel Cancer Australia, added, “Diagnosed with stage 3 bowel cancer at 42, I know first-hand that you are never too young for bowel cancer. We need to get people talking and put bowel cancer on the radar of ALL Australians, not just people over 50, and we know through ongoing research that humour works to cut through the noise.
“We are excited that this fun campaign, developed with our long-term agency partners at Cox Inall Change and BWM Dentsu, is driving important conversation and action that will help turn the statistics around.”
The Golden Nugget quiz is open until Friday August 30 at 11:59 PM AEST via www.thegoldennugget.com.au
Client: Bowel Cancer Australia
PR: Cox Inall Change
Director: Michael Shanks
Producer: Nat Taylor
Production: BWM Dentsu and Haystac
