| Title | TAKE THE TEST |
| Brand | JODI LEE FOUNDATION |
| Product / Service | BOWEL CANCER |
| Category | D01. Brand Environments |
| Entrant | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
| Entrant Company | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
| Advertising Agency | AJF PARTNERSHIP Melbourne, AUSTRALIA |
| Production Company | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Andrew Foote | AJF Partnership | Executive Creative Director |
| Michael Skarbek | AJF Partnership | Creative Director / Copywriter |
| George Freckleton | AJF Partnership | Creative Director / Art Director |
| Roz Ruwhiu | AJF Partnership | Head of TV Production |
| Kate Silver | AJF Partnership | Senior Account Director |
| Anne-Marie Healy | AJF Partnership | Senior Account Manager |
| Lucy Cochran | AJF Partnership | Strategy Director |
| Brigitte Bayard | AJF Partnership | Strategy Planner |
| Michael Ritchie | Revolver / Will O'Rourke | Managing Director / Executive Producer |
| Josh Mullens | Revolver / Will O'Rourke | Head of Projects |
| The Glue Society - Pete Baker | Revolver / Will O'Rourke | Director |
| Melanie Reardon | Revolver / Will O'Rourke | Project Manager / Producer |
| Rob Marsh | Revolver / Will O'Rourke | Director of Photography |
| Gus Smith | Revolver / Will O'Rourke | Art Director |
| Laurence Van Camp | The Editors | Editor |
| Paul Ruske | Final Sound | Composer |
| Method Studios, Melbourne | Grade & Online |
The aim of the campaign was to increase awareness of bowel cancer in Australia, and show how easily it can be prevented. We were asked to create an installation that conveyed a simple message – the more people who take a bowel screening test, the less we'll see of bowel cancer. This installation was required to be built using bowel screening test kits, in such a way that when passers by took the kits, the installation slowly disappeared.
The purpose of this installation was to encourage people to take the simple test that is required to detect bowel cancer. The target audience was commuters in the city of Sydney who interacted with the installation and then a wider national audiences who saw the installation in the TVC.
We needed to find a way to create a sculpture that would essentially disappear into the environment seamlessly giving the impression that Bowel Cancer can be eradicated. After trialling several approaches we hit upon the idea of creating the sculpture out of mirrored surfaces. In a busy environment the mirror all but blends into the environment and by revealing the mirror every time a kit was removed we were able to tell a compelling visual story throughout the event.
The installation received over 20 PR stories, reaching 2.8 million people nationally. This gave bowel cancer the public forum it needed to change perception. After seeing the TVC based on the installation, 72% of people stated that they were likely to take the test. During the campaign period, online orders of bowel screening test kits jumped by 620%.