Dinner conversation dies when bowel cancer conversation arises in Cancer Institute NSW campaign

The NSW Government has launched a campaign to encourage people to talk about their bowel health stating bowel cancer kills conversations but it doesn’t have to kill you.

Created by Soap, which was acquired by Isobar earlier in May, the campaign features friends sitting around a dinner table until one of them says “tomorrow I want to do a poo and then poke it with a little stick”.

Shane Sinnott, manager of social marketing and campaigns at the Cancer Institute, said the campaign aims to encourage people to talk about the uncomfortable topic.

“Despite bowel cancer being the second most commonly diagnosed cancer in Australians and the second most common cause of cancer deaths, it is not talked about openly. Because of this, people are underestimating how at risk they are.

“Our research shows that people are uncomfortable talking about bowel cancer and bowel screening, but having these uncomfortable conversations could save lives.”

Michael Hughes, Soap creative director, added: “Bowel cancer isn’t something people like talking about, so we are trying to normalise the conversation by addressing the awkwardness. That’s why we approached the topic in such a frank and unexpected way – to kickstart conversation and remove the taboo around a very treatable disease.”


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