Kleenex has joined forces with Bowel Cancer Australia to launch a nationwide campaign aimed at increasing awareness of bowel cancer symptoms. This initiative comes as Australia faces the highest rates of early-onset bowel cancer globally, despite the fact that 99% of cases can be treated successfully if detected early.

The campaign encourages Australians to use their time in the bathroom to check for bowel cancer symptoms, leveraging Kleenex toilet rolls as a medium for awareness. The company will feature messages such as 'check your poo' on their toilet rolls, alongside limited-edition packs and a support hub accessible at poocheck.com.au.

Creative strategy and content was led by We Are Different, along with earned, social and influencer amplification. The Ship developed on pack and website creative while Hello managed paid social. 

Joyce Li, Kleenex Marketing Manager, expressed pride in supporting Bowel Cancer Australia, stating: "We’re incredibly proud to support the team at Bowel Cancer Australia, using our Kleenex loo rolls to help address some of the bathroom blind spots when it comes to bowel cancer symptom awareness."

Li further noted the trust Australians place in Kleenex products, adding: "Thousands of Aussies already trust Kleenex in the bathroom – and this crucial initiative transforms the humble loo roll into a bowel cancer awareness game-changer that helps Aussies to break the poo taboo."

The campaign coincides with Bowel Cancer Awareness Month in June, a time when efforts to educate the public about the disease are heightened. Li described the partnership as a natural step for Kleenex, stating: "This is a natural step and partnership for Kleenex, and we hope it contributes to driving awareness, particularly as we head into Bowel Cancer Awareness Month this June."

Stephanie Bansemer-Brown, Marketing and Publicity Manager for Bowel Cancer Australia, expressed enthusiasm for the collaboration, saying: "We are delighted to be partnering with Kleenex for this innovative campaign, using the brand’s iconic assets and customer reach to raise much-needed bowel cancer symptom awareness."

Bansemer-Brown, a bowel cancer survivor herself, highlighted the importance of recognising symptoms: "As a bowel cancer survivor, I am passionate about Australians recognising the symptoms so we can make real behavioural change. What better place to break the poo taboo than during toilet-time with Kleenex loo rolls. It makes perfect sense."