Sanitary brand Andrex is “flipping the lid” on conventional ads for health trackers with a tongue-in-cheek new campaign that encourages Brits to check their poo more often.

Developed in collaboration with creative agency FCB London, ‘Look Back and Track’ will be centred around a 20-second spot that spotlights the importance of tracking our waste to check for health issues.

The creative is inspired by the insight that as many as one in four (24%) Brits never look back to check their poo, despite it being a natural and free health tracker and a way of picking up the early signs of bowel cancer.

“Andrex is on a mission to break down the embarrassment barriers when it comes to the toilet and encourage the nation to ‘Get Comfortable’ with their bowel health,” said Niamh Finan, UK and Ireland marketing director at Kimberly-Clark.

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“Partnering with Bowel Cancer UK, our joint mission is to change the narrative and tackle the stigma around point and drive earlier diagnosis by showing that looking back to track is the first step towards achieving this.”

Building on the brand’s ongoing campaign with Bowel Cancer UK, the campaign will launch this week and will run until 26 October across the UK on video-on-demand, TV, social media, in retailers and out-of-home across London, Liverpool and Manchester.

Kyle Harman-Turner, ECD and creative partner at FCB London added: “As a nation, we’re smart tracking obsessed, but people don’t realise that looking at their poo is one of the smartest things they can track — it’s a free daily health check.

“Working in partnership with Bowel Cancer UK, we can help people to confront their embarrassment and get comfortable speaking to a GP about any bowel related concerns. Because the best natural health tracker is your daily drop off.”