Jodi Lee Foundation uses installation to encourage Australians to screen for bowel cancer

The Jodi Lee Foundation, a charity with the aim of eliminating bowel cancer in Australia, is encouraging Australians to screen for the presence of the disease in a new campaign which saw 5,000 screening kits erected in Sydney to form the words bowel cancer.

The campaign is centred around a TV ad shot in Martin Place, developed by AJF Partnership, to capture the public taking the kits. It aimed to symbolically represent the foundation’s aim to eliminate bowel cancer in Australia as when the kits where taken the words began to disappear. The sculptural work and film was directed by The Glue Society’s Peter Baker, with production by Will O’Rourke.

The Jodi Lee Foundation CEO Nick Lee said: “Many people don’t experience any symptoms of bowel cancer until it has become more advanced or has spread, which is why screening is so important. A simple screening test that can be completed in the privacy of your own home might just save your life.”


  • Client Name: Jodi Lee Foundation
  • Client Executives: Nick Lee (CEO), Tiffany Young (Business Director) Abby Bowden (PR Manager)
  • Executive Creative Director: Andrew Foote
  • Creative Director/Copywriter: Michael Skarbek
  • Creative Director/Art Director: George Freckleton
  • Head of TV: Roz Ruwhiu
  • Senior Account Director: Kate Silver
  • Senior Account Manager: Anne-Marie Healy
  • Strategy Director: Lucy Cochran
  • Strategic Planner: Brigitte Bayard
  • Production Company: Will O’Rourke
  • Director: The Glue Society (Pete Baker)
  • Executive Producer: Michael Ritchie
  • Head of Projects: Josh Mullens
  • Project Manager: Melanie Reardon
  • DOP: Rob Marsh
  • Art Director: Gus Smith
  • Editor: Laurence van Camp, The Editors
  • Composer: Paul Ruske, Final Sound

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