BWM Dentsu’s Cox Inall Change Tackles Bowel Cancer In Australia

BWM Dentsu’s Cox Inall Change Tackles Bowel Cancer In Australia
SHARE
THIS



Cox Inall Change has led a Dentsu Aegis Network agency collaboration delivering a high-impact, integrated campaign for Bowel Cancer Awareness Month.

Working in partnership with BWM Dentsu, dentsu X and Posterscope, the fully integrated campaign creates an environment for behavioural change through paid, owned and earned channels, by initiating a broader public discussion about Australia’s second deadliest cancer.

A long-standing client of Cox Inall Change and the agency group, Bowel Cancer Australia wanted a bold new creative and PR campaign that cut through the noise and set a new direction for the not-for-profit organisation for the June awareness month.

Set in an empty theatre and using CGI to create a transparent human with a focus on key organs, the distinctive voice of UK comedian Bill Bailey highlights the lack of awareness of the bowel, urging all Australians to ‘give a $#*! about your bowel’.

Bailey was chosen to voice the campaign, having been with various bowel cancer charities over the years, as well as having a deep personal connection to bowel cancer.

Cox Inall Change GM Justine Sywak said a shared vision and the ability to draw on the combined talent and strength of Dentsu Aegis Network, has delivered a bold new direction for the Bowel Cancer Australia brand.

We’re incredibly proud to support Bowel Cancer Australia and lead such an extraordinary game-changing awareness campaign that shifts perception and creates talkability around a very difficult subject,” Sywak said.

Bowel Cancer Australia Marketing and Publicity Manager Stephanie Bansemer-Brown said, “As a bowel cancer survivor, this campaign is deeply personal to me.

“Often perceived as an old person’s disease, bowel cancer needed a strong voice to cut through the cluttered charity space and make Australians stand up and take this disease seriously – albeit with a humorous edge.

“Together the team at Cox Inall Change, BWM Dentsu, AIRBAG productions and Risk Sound have nailed the brief, delivering a campaign that is contemporary, engaging and unlike any other cancer campaign in market. And someone of Bill Bailey’s calibre lending their voice to raise awareness of Australia’s second deadliest cancer is the cherry on top.”

BWM Dentsu ECD Amy Hollier said, “Working collaboratively with our agency partners and with the trust of Bowel Cancer Australia, we’ve been able to push the boundaries to create something that is visually eye-catching and puts the issue of bowel cancer centrestage, literally.”

Early detection is the most effective way of treating bowel cancer, with almost 90% of cases successfully treated when detected early.

But many Australians don’t know what their bowel is, what it does, or are uncomfortable talking about it, resulting in fewer than 40 per cent of bowel cancer cases being detected early.

Australia has one of the highest rates of bowel cancer in the world.

In 2018, it is estimated that more than 17,000 people – or 1 in 13 Australians – will be diagnosed with bowel cancer, and more than 10 people a day will die from the deadly disease.

Each year, Bowel Cancer Australia dedicates the month of June to raising much needed awareness and funds. For more information about bowel cancer and Bowel Cancer Awareness Month, visit bowelcanceraustralia.org.

Please login with linkedin to comment

BWM Dentsu

Latest News

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]

Hootsuite Acquires Conversational AI Platform Heyday
  • Technology

Hootsuite Acquires Conversational AI Platform Heyday

Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]

Officeworks Partners With Canva
  • Campaigns

Officeworks Partners With Canva

B&T's a huge fan of the Officeworks shopping experience, but just throwing it out there about possible $1 hot dogs?

PRIA Announces National Conference
  • Marketing

PRIA Announces National Conference

Public Relations Institute announces national conference. Sadly, Roxy won't be speaking on unwanted doorstep excreta.

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program
  • Technology

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program

Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]

Hivestack Appointments Ichiro Jinnai As President, Japan
  • Advertising

Hivestack Appointments Ichiro Jinnai As President, Japan

Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director
  • Advertising

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director

Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]

Burnet Institute Launches How Science Matters Podcast
  • Media

Burnet Institute Launches How Science Matters Podcast

Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]

D&AD & Google Launch Shift In Sydney
  • Advertising
  • Media

D&AD & Google Launch Shift In Sydney

This extols "turning your passion into your profession". Unless your passions are dancing dachshunds or roller limbo.