Kleenex has teamed up with Bowel Cancer Australia on a nationwide push to get Aussies talking about their toilet habits, with new research giving insight into why so many find the topic difficult to broach.
The numbers, gathered for Bowel Cancer Awareness Month, paint somewhat of a squeamish picture: 62 per cent of Australians say they turn going to the toilet into a joke rather than talk about it seriously, 57 per cent admit they’re too embarrassed to use someone else’s bathroom and 29 per cent say they’re uncomfortable discussing the topic at all. Yet 81 per cent agree the subject shouldn’t be taboo in the first place.
Kimberly-Clark head of growth Pamela Wyatt told B&T how that gap between attitude and behaviour shaped the campaign.
“Getting the campaign’s tone was essential in order to cut-through and resonate with Australians and also drive behaviour change for a very important health issue.
“This campaign is another nod to our brand platform ‘Get Comfortable’. Our first step with this platform was our book I Can’t Wait! My First School Poo! written by journalist and mum of two Jessica Rowe to encourage Aussie kids to get comfortable pooing at school and to raise the first unembarrassed generation.
“We know Aussies trust Kleenex in the bathroom – and we want to continue to use the humble toilet paper to break down stigmas and encourage us all to get comfortable when it comes to toilet habits.”
It’s the logic of the campaign in a nutshell: if people won’t bring up bowel habits anywhere else, the bathroom is the one room they can’t avoid. This year’s work builds on a three-year partnership between Kleenex and Bowel Cancer Australia that kicked off in 2025.
For Bowel Cancer Australia chief executive Julien Wiggins, the stakes go well beyond a seemingly awkward topic. Bowel cancer is currently the deadliest cancer among Australians aged 25 to 54 and Wiggins is blunt about what’s lost when people stay quiet about their symptoms.
“We value our continued collaboration with Kleenex to raise much-needed awareness of the deadliest cancer for people aged 25-54. Knowing the red flag signs and symptoms and having them promptly investigated is important to rule out bowel cancer as an underlying cause. We encourage Aussies to overcome the poo taboo, as almost 99 per cent of bowel cancer cases can be successfully treated when detected early.”
“We are proud to support Bowel Cancer Australia by using our packaging for the greater good and Bowel Cancer Australia’s advocates provide a lived experience perspective which is so powerful to spread awareness of this disease,” Wyatt added.
The ‘Check your poo’ packaging is on shelves nationwide now.
