Bowel cancer is Australia’s Deadliest Cancer for people aged 25-44. Alarmingly, its incidence rate is on the rise, yet this age group often doesn't believe they're at risk, perceiving it as an "old man's disease." We needed to shock people into action. Make them understand bowel cancer can attack at any moment. Prompt them to learn the symptoms and stay vigilant. Because the good news is, if caught early, 99% of bowel cancer cases can be treated successfully.
We worked with bowel cancer patients to tell their authentic stories, confronting people with bowel cancer in a way that was impossible to ignore. Leaning into sensational tabloid journalism, we reported sightings, attacks, the gruesome calling cards bowel cancer has left in its wake. The integrated campaign included TVCs, online films, OOH, digital media, social media, print and radio.
