Cox Inall Change and BWM Dentsu create the world’s most valuable poo for Bowel Cancer Australia

Cox Inall Change and BWM Dentsu have banded together to create the world’s most valuable poo, in an effort to raise awareness for Bowel Cancer Australia.

The agencies commissioned jeweller Simon West to create a poo from 24 carat gold, worth approximately $5,000.

According to the Australian Institute of Health and Welfare, one in 10 new cases of bowel cancer occur in younger people, making it the deadliest cancer for those aged 25-29.

The campaign seeks to educate audiences into the value of checking the most valuable poo, their own, as the best way to identify the symptoms of bowel cancer.

The campaign was executed across social media, including paid, owned and earned channels. It runs alongside an online quiz that enables young people to educate themselves on the signs of bowel cancer.

General manager of Cox Inall Change, Justine Sywak, said: “Innovation, creativity and passion is at the heart of all the work we do and it’s an incredible privilege to support yet another game-changing campaign for Bowel Cancer Australia. It’s the deadliest cancer for 25-29-year olds and this year we wanted to shift the perception from an ‘old person’s disease’, to one that affects any age. By using humour to gain traction with a younger audience, we can start talking about what, for some, is an uncomfortable topic.”

Stephanie Bansemer-Brown, Bowel Cancer Australia marketing and publicity manager, said: “Diagnosed with stage 3 bowel cancer at 42, I know first-hand that you are never too young for bowel cancer. We need to get people talking and put bowel cancer on the radar of ALL Australians, not just people over 50, and we know through ongoing research that humour works to cut through the noise.

“We are excited that this fun campaign, developed with our long-term agency partners at Cox Inall Change and BWM Dentsu, is driving important conversation and action that will help turn the statistics around.”


Client: Bowel Cancer Australia
PR: Cox Inall Change
Director: Michael Shanks
Producer: Nat Taylor
Production: BWM Dentsu and Haystac


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