The Marie Keating Foundation, in collaboration with creative agency Boys+Girls, has created a new campaign shining the spotlight on bowel cancer symptoms, just in time for Bowel Cancer Awareness Month.
The human truth anchoring the work is a simple one. People will often miss the symptoms of bowel cancer, as they usually put it down to something far less serious.
The campaign titled “the ad that’s easily missed” subtly showcases the many possible symptoms of bowel cancer, embossed within a sheet of toilet paper. Across OOH, digital and social, the campaign encourages people to regularly check for bowel cancer symptoms, which can very easily go under the radar. The agency has even created The Life Saving Loo Roll. Real loo rolls with the symptoms physically printed onto them, to continue to raise awareness.
With around 2500 men and women diagnosed with bowel cancer in Ireland every year, it’s important to keep an eye out for symptoms such as diarrhoea, constipation, tummy pain and fatigue. The Marie Keating Foundation is urging people to be aware of these symptoms, and speak to a doctor if they last for more than a few days.
Liz Yeates, CEO of The Marie Keating Foundation had this to say: “Bowel cancer, also known as colorectal cancer, is the second most common cause of cancer death in Ireland, with approximately 2,500 people diagnosed each year. While it is more common in older adults, there is growing concern about rising incidence among younger people. Many of the symptoms, such as changes in bowel habits, fatigue or abdominal discomfort, can easily be attributed to everyday factors like stress, diet, or conditions such as irritable bowel syndrome. This can lead to delays in seeking medical advice and, ultimately, later-stage diagnoses when treatment options are more limited. Early detection remains critical. When bowel cancer is diagnosed at Stage I, 5-year survival rates are as high as 97%, compared to just 14% at Stage IV. Symptom awareness is key and this campaign’s clever way of putting the symptoms in plain sight in such a subtle and powerful way helps us educate the public on what to look out for while reminding them not to ignore the signs and to advocate for their health. Bowel cancer is not only a disease of older age, we all need to be bowel aware!”.
Associate Creative Director Dean Ryan and Senior Copywriter Jack Walsh added: “Considering the subtle nature of the symptoms of bowel cancer, we kept asking ourselves the same question. What if we created an ad that went against the whole purpose of advertising, to draw attention to symptoms that can be easily missed.”
The campaign is live for the month of April.
