Creative in association withGear Seven

Bowel Cancer Australia's Bold Campaign Gives a Voice to the Deadly Condition

Advertising Agency
Sydney, Australia
Set in an empty theatre and using CGI to create a transparent human with a focus on key organs, the spot was developed by Cox Inall Change, BWM Dentsu and AIRBAG

Australian behavioural change communications agency Cox Inall Change, has led a Dentsu Aegis Network agency collaboration delivering a high-impact, integrated campaign for Bowel Cancer Awareness Month.

Working in partnership with BWM Dentsu, dentsu X and Posterscope, the fully integrated campaign creates an environment for behavioural change through paid, owned and earned channels, by initiating a broader public discussion about Australia's second deadliest cancer.

A long-standing client of Cox Inall Change and the agency group, Bowel Cancer Australia wanted a bold new creative and PR campaign that cut through the noise and set a new direction for the not-for-profit organisation for the June awareness month.

Set in an empty theatre and using CGI to create a transparent human with a focus on key organs, the distinctive voice of UK comedian Bill Bailey highlights the lack of awareness of the bowel, urging all Australians to 'give a $#*! about your bowel'. Bailey was chosen to voice the campaign, having been with various bowel cancer charities over the years, as well as having a deep personal connection to bowel cancer.

General manager of Cox Inall Change, Justine Sywak, said a shared vision and the ability to draw on the combined talent and strength of Dentsu Aegis Network, has delivered a bold new direction for the Bowel Cancer Australia brand.

Says Sywak: "We're incredibly proud to support Bowel Cancer Australia and lead such an extraordinary game- changing awareness campaign that shifts perception and creates talkability around a very difficult subject."

Says Stephanie Bansemer-Brown, marketing and publicity manager, Bowel Cancer Australia: "As a bowel cancer survivor, this campaign is deeply personal to me. Often perceived as an old person's disease, bowel cancer needed a strong voice to cut through the cluttered charity space and make Australians stand up and take this disease seriously - albeit with a humorous edge.

"Together the team at Cox Inall Change, BWM Dentsu, AIRBAG productions and Risk Sound have nailed the brief, delivering a campaign that is contemporary, engaging and unlike any other cancer campaign in market. And someone of Bill Bailey's calibre lending their voice to raise awareness of Australia's second deadliest cancer is the cherry on top."

Says Amy Hollier, executive creative director, BWM Dentsu: "Working collaboratively with our agency partners and with the trust of Bowel Cancer Australia, we've been able to push the boundaries to create something that is visually eye-catching and puts the issue of bowel cancer centre-stage, literally."

Early detection is the most effective way of treating bowel cancer, with almost 90% of cases successfully treated when detected early. But many Australians don't know what their bowel is, what it does, or are uncomfortable talking about it, resulting in fewer than 40% of bowel cancer cases being detected early.

Australia has one of the highest rates of bowel cancer in the world. In 2018, it is estimated that more than 17,000 people - or 1 in 13 Australians - will be diagnosed with bowel cancer, and more than 10 people a day will die from the deadly disease.

Each year, Bowel Cancer Australia dedicates the month of June to raising much needed awareness and funds. For more information about bowel cancer and Bowel Cancer Awareness Month, visit

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