A person dances with bathroom roll in humorous NHS advert to encourage bowel most cancers screening

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.


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