Clemenger BBDO gives the gift of a life-saving message this Valentine’s Day
Clemenger BBDO is encouraging Aussies to celebrate Valentine’s Day a little differently today, by giving their loved-ones a box of ‘Irregular Chocolates’, with a potentially life-saving message.
The new social and PR-led campaign on behalf of Bowel Cancer Australia uses carefully designed and 3D printed chocolates to raise awareness of early-onset bowel cancer – the deadliest cancer for people aged 25-44.
The unique confections are at the centre of the campaign, which was deployed across social media channels, as well as activations and influencer packs to reach younger Aussies.
“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 [is the] deadliest cancer for people aged 25-44,” said Julien Wiggins, CEO of Bowel Cancer Australia.
Clemenger BBDO’s ECD, Richard Williams, added: “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,” he continued. “Because if you really love someone, you can talk about anything.”
Clemenger BBDO engaged chef and food designer Ryan L Foote to create four bespoke ‘Irregular Chocolates’ representing bowel cancer symptoms – jammy, gooey, airy and chunky.
The campaign also features a case study from Elise, an Australian woman who found out she had bowel cancer after a surgery for presumed endometriosis.
“Art is an incredible driver of conversation,” said Foote.
“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.”
TikTok is providing pro-bono support to the campaign, helping Clemenger reach the target audience, further encouraging them to have unconventional conversations.
Free boxes of the limited-edition ‘Irregular Chocolates’ will be available for pick up from R L Foote Design Student in Clifton Hill, Melbourne, until 5pm today, February 14, while stocks last.
Credits:
Bowel Cancer Australia
Julien Wiggins, CEO
Stephanie Bansemer-Brown, national marketing & publicity director
Ryan L Foote Design Studio
Ryan L Foote, founder & creative director
Maddison Ryder, business development manager
Clemenger BBDO
Richard Williams, executive creative director
Georgie Winton, Managing partner
Huei Yin Wong, senior art director
Phoebe Sloane, senior copywriter
Gracie Smith, senior account director
Stephanie Cheung, business manager
Caroline Roe, head of PR
Stephanie Punchard, PR business manager
Grace Lavendar, social media content manager
Lewis Steele, head of social
Claire Bisset, executive director – digital & creative
Lisa Moro, senior producer – digital production
Christopher Newlands, designer / content creator
Jo Howlett, senior producer
MADE THIS
Callum Smit, lead producer – digital production
Thomas Pollard, director / editor
Alex Byrne, content producer
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
bowel cancer
Bowel Cancer Australia
Campaign
chocolates
Clemenger BBDO
Julien Wiggins
Richard Williams
Ryan L Foote
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