Why is this work relevant for Brand Experience & Activation?

This work encouraged people to think about bowel cancer in a very unique way.

Background

Bowel cancer is traditionally viewed as an ‘old person’s’ disease. But over recent years, rates in young people have dramatically increased. So much so that the disease is now the country’s second most common cancer. Fortunately, survival rates are high when the disease is caught early. And the first signs of bowel cancer are often visible in a person’s poo. Bowel Cancer Australia wanted to find a way to raise awareness that the disease affects young people and educate them just how important it is to pay attention to their bowel movements.

Describe the creative idea (20% of vote)

To show people that checking their poo could be priceless for their health, we created and gave away a 24 karat solid gold nugget that was shaped like a poo.

Describe the strategy (20% of vote)

We knew young people ignored traditional, more serious bowel cancer messages as they believed the disease only affected older people. We also knew that getting them to look at their poo wasn’t going to be an easy a popular ask. So, we decided to create a fun social movement that made people want to look at a poo, by creating and giving away a solid gold 24 karat poo worth $5,000

Describe the execution (30% of vote)

Using owned media and micro site for entry via quiz, we gathered appricants from all over Australia.

List the results (30% of vote)

The campaign launched during bowel cancer awareness month and has received over 10,000 entries, educating young Australians that the most valuable thing they can do is check their poo.