Why give your loved one a regular box of chocolates this Valentine’s Day, when you could give them a box of Irregular Chocolates, with a potentially life-saving message? That’s the message Clemenger BBDO is sending, as part of a social and PR-led campaign on behalf of Bowel Cancer Australia.
The campaign uses exquisitely designed, 3D-printed chocolate to raise awareness of early-onset bowel cancer- the deadliest cancer for people aged 25-44.
Timed to coincide with Valentine’s Day, the Irregular Chocolates campaign leverages the day of love to encourage unconventional and important conversations about poo between loved ones. Because if you really love someone, you can talk about anything. Even the awkward and uncomfortable, even your bowel habit.
The collaboration with chef and food designer Ryan L Foote to create four bespoke Irregular Chocolates representing bowel cancer symptoms – Jammy (blood in your poo), Gooey (an obvious change in your bowel habit), Airy (weight loss you can’t explain) and Chunk (lump or swelling in your abdomen) – for the campaign. The highly premium chocolates are made up of exquisite flavour profiles that abstractly reflect the symptoms people should look out for when it comes to bowel cancer.
The unique confections are at the centre of the campaign with the video content of Elise’s heartfelt lived experience. Content was deployed across social media channels, as well as an activation and influencer packs to drive awareness and reach younger Australians. Boxes of the limited-edition boxes of Irregular Chocolates with information cards were also available as part of a giveaway in the lead-up to Valentine’s Day.
“We are grateful to work with Ryan and Clemenger BBDO on this unconventional campaign which aims to overcome the poo taboo and raise symptom awareness in younger people, as bowel cancer deadliest cancer for people aged 25-44.,” said Bowel Cancer Australia CEO Julien Wiggins.
“To turn around perceptions of bowel cancer, we need to smash stigmas and normalise talking about poo, especially among younger demographics who think bowel cancer can’t affect them. What better way to reach and engage with them than via social. And what better time to launch a chocolate-driven campaign than in the lead up to Valentine’s Day. Because if you really love someone, you can talk about anything,” said Clemenger BBDO executive creative director Richard Williams said.
“Art is an incredible driver of conversation. It’s inspiring to see Bowel Cancer Australia and Clemenger BBDO lean on unique creativity and design in educating and engaging the public on such an important yet under-represented topic. I’m honoured to be a part of it all,” said Artist, food designer and chocolatier Ryan L Foote.
The Irregular Chocolates campaign launched on 9 February and runs until 15 February.
TikTok is also providing pro-bono support to amplify the Irregular Chocolates campaign, reaching a younger audience and encouraging them to have an unconventional conversation about the importance of symptoms, given the rising rates of bowel cancer in people under age 50.
Free boxes of the limited-edition boxes of Irregular Chocolates will be available for pick up (one box per couple) from R L Foote Design Student in Clifton Hill, until 5pm today, Wednesday 14 February, while stocks last.
If you can’t get your hands on a box of Irregular Chocolates, consider this as a reminder to talk to your loved ones this Valentine’s Day. If you experience any of these bowel cancer symptoms for two weeks or more, make an appointment with your GP.
