At the Cairns Crocodiles Awards, Stuart Terry, the founder and director of independent creative agency We Are Different, celebrated taking home Gold in the PR Campaign category for a Kleenex campaign designed to get Australians talking about bowel cancer and, more importantly, checking for its symptoms.
The campaign saw iconic toilet paper brand Kleenex partner with Bowel Cancer Australia to encourage Australians to “check your poo” and help break the stigma around conversations about bowel health.
It launched as Australia continues to have some of the world’s highest rates of early-onset bowel cancer, despite 99 per cent of cases being treatable if detected early.
To drive awareness, the campaign transformed everyday toilet rolls into health reminders, with “check your poo” messaging printed directly on the cardboard core, alongside limited-edition packaging, retail activations, influencer engagement and a dedicated online support hub.
Speaking backstage with B&T after the win, Terry said the campaign was focused on creating genuine behavioural change, particularly among younger Australians.
“The process was great,” Terry said. “I’m here celebrating the amazing Kleenex team with the life-saving loo roll.”
“The campaign was all around not just awareness, but behaviour change, and encouraging younger Australians to check their poo to help raise awareness of bowel cancer.”
“What a win, so exciting,” he smiled.
Terry also joked that working on the campaign has left him with no shortage of toilet paper at home.
“Lots, lots and lots,” he laughed when asked how much Kleenex he owns.
“It’s an essential, you know, you need it.”
Read about all of the Cairns Crocodiles Awards winners here.
