NHS England is paying a go to to the toilet to remind the general public to finish their bowel most cancers screening take a look at.
B-roll footage sees the general public well being physique remind viewers that “your subsequent poo might save your life”, by depicting a person ‘ribbon dancing’ with bathroom paper to the tune of I’ve Acquired to Be Me by Sammy Davis Jr.
Developed in partnership with M&C Saatchi London, the advert exhibits that there’s nothing to be embarrassed about when taking a stool pattern at house to ship off for testing, with a 3rd of those that obtain a equipment failing to look out for primary after doing a quantity two.
Searching for to smash a societal taboo the marketing campaign goals to scotch assumptions that if you’re not presenting any signs then there is no such thing as a want to check, whereas additionally addressing hygiene fears and cultural sensitivities.
Phil Bastable, deputy director, head of promoting and social media group, NHS England, stated: “This marketing campaign by M&C Saatchi London addresses a critical, delicate subject in an attractive and memorable manner, exhibiting how taking this fast, easy-to-use take a look at actually does have the facility to save lots of your life.”
Personifying this method is a person in his 50s who breaks right into a rhythmic dance whereas heading to the bathroom, turning a bathroom roll right into a makeshift ribbon in a celebration of life.
Fast cuts subsequently present a accomplished bowel most cancers screening equipment whereas a voiceover intones: “if you happen to’re despatched a bowel most cancers screening equipment, put it by the john. Don’t put it off.”
Man Bradbury, artistic companion, M&C Saatchi London, provides: “to remind individuals who have been invited to take the bowel most cancers take a look at subsequent time they go to the john, we needed to create a marketing campaign that was distinctive, memorable and joyous, reminding individuals – by way of ribbon dance – {that a} easy screening take a look at might save their lives. Or within the phrases of Sammy Davis Jr, ‘Dwell, not merely survive.”
The TV marketing campaign is complemented by video-on-demand, search, social, on-line video and group radio.
Earlier makes an attempt to interrupt by way of to the general public on the delicate subject embody a go to by Lisa Snowdon to the village of Shitterton and strikes by Andrex to promote bowel most cancers signs on its packaging.
Credit
M&C Saatchi London
Artistic companion: Man Bradbury
Artistic director: Tom Kennedy
Copywriter: Amy Parkhill
Artwork director: Ed East
Company producer: Ashley Williams
Government producer: Gareth Williams
Senior account director: Tabby Powell-Tuck
Senior account supervisor: Emma Lowrey
Senior strategist: Hannah Thomson
Head of habits change: Richard Storey
Shopper companion: Angus Maclay
Administrators: Si&Advert
Academy Movies
Government producer: Medb Riordan
Producer: Georgina Smith
Manufacturing assistant: Heza Jalloh
DOP: Sebastian Wintero
Choreographer: Supple Nam
Manufacturing designer: Mikey Hollywood
1st AD: Clara Paris
Costume designer: Lucy Hagan
Edit home: The Meeting Rooms
Editor: Sam Rice-Edwards
Publish home: nineteen twenty
Colorist: Kai van Beers
Sound design: James Saunders
Music supervision: Lizz Harman at DLMDD
NHS England
Deputy director, head of promoting and social media: Phil Bastable
Lead campaigns supervisor: Ben King
Senior campaigns supervisor: Imelda McAloon