Bowel Cancer Australia asked us to come up with a low-cost campaign that would cut through the noise and get young people talking about an un-glamorous but important (and life-threatening) topic: the symptoms of Bowel Cancer.  

​

Insight:

 

People check in on social media to share fun places and experiences with their networks.

But no one talks about one particular place we all go every day. The toilet. And talking about it can help save lives.

 

Idea:

 

A PR-led campaign that gets young people checking for Bowel Cancer symptoms, using Facebook’s ‘check in’ function. We’d set up geo-locations called ‘the toilet’ at popular destinations around Australia, and have public figures and everyday Aussies ‘check in’ to …'the toilet'. As people start talking about the uncharacteristic social behavior, we’ll reveal that it’s a move to get young people to check in to their own toilet, to look out for symptoms of Bowel Cancer.