Winner
Bowel Cancer UK's #GetOnARoll Campaign
Summary of work
#GetOnARoll is Bowel Cancer UK’s (BCUK’s) groundbreaking campaign to get supermarkets and brands to print symptoms on loo roll packaging, putting information in the bathroom when people might experience red flag symptoms like blood in their poo.
Someone dies from bowel cancer every 30 minutes in the UK, making it the second biggest cancer killer. When diagnosed early, 92% of people survive. But awareness of symptoms is low and almost half of cases (46%) are diagnosed in the later stages.
BCUK worked with bowel cancer patient Cara Hoofe and her employer M&S to launch the initiative, and mobilised the public to get behind a campaign calling publicly on other supermarkets to join. Within weeks, seven supermarkets and the UK’s leading toilet paper brand had signed up. Nine months on, every major supermarket has joined or indicated it will; 38% of the public have seen the campaign (source: nfp Synergy) and the percentage of people who can name at least one symptom of bowel cancer has jumped by 7% (source: YouGov). More importantly, we’ve changed the landscape for bowel cancer with even more people, more companies and more opportunities coming together to raise awareness and stop people dying from bowel cancer.
Judges’ comments
Bowel Cancer UK’s campaign was very well constructed, strong and well supported. It was powerful, had clear, measurable out-takes, excellent tactics and strategically thought through objectives. There was a good use of noise around Bowel Babe and with a relatively small budget, they achieved a lot, including getting several major supermarkets on board. It was clever, fantastically put together and the judges loved it!
