bowel cancer


The Client:

Bowel Cancer Australia


The Brief:

Bowel cancer is perceived as an old person’s disease, yet is the most common cause of cancer death in 25-29-year-old’s. Reverse this perception, and create a conversation.


The Insight:

When exposed to something new or unknown, humans (and animals) exhibit a form of fear or avoidance. Where uncertainty attracts potential fear, familiarity attracts positive attention (Robert Zajonc).


The Big Idea:

Knowing your shit could save your life. You have time to check trivial matters, but what about checking on the quality of your life?


The Rationale:

25-29-year-olds are always checking their phones, train schedules, sports scores. The comparison between checking these more trivial things, and checking our poop to potentially save our lives, uses tinges of Aussie humour but simultaneously, shock tactics to attention-grab.


The unfamiliarity and uncertainty of chronic illness can be scary. It is the unknown. And in the face of uncertainty, what is familiar, is key. The familiarity of Melbourne's most iconic landmarks bring comfort, warmth, but most importantly awareness, to Bowel Cancer discourse (or the lack thereof).

This idea draws direct comparisons between the daily checks the typical Australian makes, and the check they need to make to save their life.