NHS England has unveiled a major new multichannel campaign to encourage more people to complete the bowel cancer screening test when sent one.
Developed in partnership with M&C Saatchi London, the push comes as part of the NHS’ wider ambition to increase the proportion of all types of cancers being diagnosed early.
Currently around 4.5 million people are invited to take part in the NHS bowel cancer screening programme each year. According to the health service, those who are eligible for bowel cancer screening receive a Faecal Immunochemical Test (FIT) kit in the post once every two years, which enables them to ‘quickly and easily’ take a poo sample at home, and to send it to the NHS for testing.
The latest data has revealed that almost one third of people who were sent an NHS bowel cancer screening kit in England last year did not go on to complete it. M&C Saatchi’s creative thought – ‘your next poo could save your life’ – was derived from the fact that early-stage diagnosis of bowel cancer improves chances of survival by over 90%.
Directed by Si&Ad at Academy Films, the hero TV spot ‘Ribbon Dancer’ sees a man burst into a graceful dance, using his loo roll as his ribbon. Set to ‘I’ve got to be me’ by Sammy Davis Jr, the film intends to be ‘a joyous celebration of life’. Towards the end of the ad, a voice-over tells the audience, “If you’re sent a bowel cancer screening kit, put it by the loo. Don’t put it off.”
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“Diagnosing bowel cancer at an early stage greatly improves a person’s chances of survival, which is why we want to ensure that as many people as possible complete the bowel cancer screening test when they’re sent one,” NHS England deputy director and head of marketing and social media, Phil Bastable, said.
“This campaign by M&C Saatchi London addresses a serious, sensitive issue in an engaging and memorable way, showing how taking this quick, easy-to-use test really does have the power to save your life.”
The campaign will also roll out via video-on-demand, search, social, online video and radio platforms.
MC Saatchi London creative partner Guy Bradbury added: “To remind people who have been invited to take the bowel cancer test next time they go to the loo, we wanted to create a campaign that was distinctive, memorable and joyous, reminding people – through ribbon dance – that a simple screening test could save their lives. Or in the words of Sammy Davis Jnr, ‘Live, not merely survive.'”
