NHS Bowel Cancer

Ribbon Dancer

Life Saving Poo

Roughly 1 in 3 people who are sent a bowel cancer screening kit to use at home each year fail to follow through and provide a sample for testing. But given that early-stage diagnosis of bowel cancer improves chances of survival by over 90%, it makes the test – and that tiny sample of poo – a life-saving opportunity.

Live, not merely survive

We’re under no disillusions that taking a sample of poo is a bit, well… weird. So we created a campaign that was distinctive, memorable and joyous. Set to the Sammy Davis Jr anthem ’I’ve Got to Be Me’, we see our main character overcome with emotion, as he breaks out in a toilet roll-ribbon dance through his house and outside in his garden, before quickly completing his test in the loo.

A series of quick cuts depict the completion of the bowel cancer screening kit, before a voiceover instructs the audience, “Your next poo could save your life. If you’re sent a bowel cancer screening kit, put it by the loo. Don’t put it off”.

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