How many people look back at the toilet bowl after they’ve done a poo? In the UK, that’s just 1 in 4, even though it’s free way to check your health and most importantly early signs of bowel cancer.
FCB London is working with toilet paper and wipes brand, Andrex, and Bowel Cancer UK to encourage more Brits to check what’s on the toilet paper and in the bowl after they’ve pooed.
The campaign, Look Back & Track, shows Brits that there is a free, easy to use, effective and tech-free health tracker that they could be using.
The campaign is built around Andrex research which revealed that 41% of Brits track their health, with the average Brit owning at least one health tracker, most commonly a smart watch or phone app (19% for both). 45% track heart rate, 43% track sleep but only 15% of those who track their health look at their bowel movements.
The campaign leads with a 20-second spot that attracts attention by appearing to be a high-end tech commercial:
The partners also seized the opportunity presented by the popularity of Oasis’ reunion, with a mural strategically placed at a site in Manchester targeting fans (35-54 years) queuing for the shuttle bus to Heaton Park concert…
…and created a parody of the current UK obsession with smart rings, The Really Smart Ring, a special run of 20 solid silver rings handmade by Hatton Garden jeweller, Albert Zubaida. The rings contain absolutely no tech, but are engraved with the message, Look Back & Track. They are being gifted to influencers, forming a central part of the social campaign to reach a younger demographic.
The full campaign will run until the October 26 across the UK on video-on-demand TV, social media, in retailers and OOH in London, Liverpool and Manchester. It includes the Andrex Look back & track hub
Look Back & Track is part of a three-year partnership between FCB London and Andrex that includes printing bowel cancer symptoms on the back of over 100m packs of Andrex toilet tissue in 2022, and a platform to eradicate prudery and embarrassment about going to the toilet to build healthy habits (2024).
Credits:
Client: Kimberly-Clark [Andrex]
Agency: FCB London
Executive creative Director & Creative Partner: Kyle Harman-Turner
Creatives: Lou Bouge, Rupert Thornborough, Matias Rojas & Ramiro Agulla
Design: Maria Kay
Business Director: Kirsten Barnes
Account Director: Sophie Ladmore
