Clemenger BBDO has worked with a chocolatier to create four Irregular Chocolates representing bowel cancer symptoms: Jammy (blood in your poo), Gooey (an obvious change in your bowel habit), Airy (weight loss you can’t explain) and Chunk (lump or swelling in your abdomen).
The Irregular Chocolates campaign for Bowel Cancer Australia leverages Valentine’s Day to encourage unconventional and important conversations about poo between loved ones, raising awareness of early-onset bowel cancer – the deadliest cancer for people aged 25-44.
The chocolates are also at the centre of a video piece of Elise’s lived experience as a young person who was diagnosed with bowel cancer.
Clemenger BBDO has deployed the content across social media channels, as well as a creating activation and influencer packs to drive awareness and reach younger Australians. TikTok is also providing pro-bono support to amplify the social and PR-led campaign.
Julien Wiggins, Bowel Cancer Australia CEO, praised the work of the agency and chocolatier Ryan L Foote for the “unconventional campaign which aims to overcome the poo taboo and raise symptom awareness in younger people.”
Richard Williams, Clemenger BBDO executive creative director, noted that social media was the best place to reach the younger demographics to change their perceptions of bowel cancer and normalise talking about poo.
“And what better time to launch a chocolate-driven campaign than in the lead up to Valentine’s Day,” he said. “Because if you really love someone, you can talk about anything.”
Foote called the campaign “an incredible driver of conversation.”
“It’s inspiring to see Bowel Cancer Australia and Clemenger BBDO lean on unique creativity and design in educating and engaging the public on such an important yet under-represented topic. I’m honoured to be a part of it all.”
CREDITS
Bowel Cancer Australia
• Julien Wiggins, CEO
• Stephanie Bansemer-Brown, National Marketing & Publicity Director
Ryan L Foote Design Studi
• Ryan L Foote, Founder & Creative Director
• Maddison Ryder, Business Development Manager
Clemenger BBDO
• Richard Williams, Executive Creative Director
• Georgie Winton, Managing Partner
• Huei Yin Wong, Senior Art Director
• Phoebe Sloane, Senior Copywriter
• Gracie Smith, Senior Account Director
• Stephanie Cheung, Business Manager
• Caroline Roe, Head of PR
• Stephanie Punchard, PR Business Manager
• Grace Lavendar, Social Media Content Manager
• Lewis Steele, Head of Social
• Claire Bisset, Executive Director – Digital & Creative
• Lisa Moro, Senior Producer – Digital Production
• Christopher Newlands, Designer / Content Creator
• Jo Howlett, Senior Producer
MADE THIS
• Callum Smit, Lead Producer – Digital Production
• Thomas Pollard, Director / Editor
• Alex Byrne, Content Producer