Creating the world’s most valuable poo, to get young Australian’s to check their own.

Bowel Cancer is traditionally viewed as an “old person’s” disease. But over recent years, lifestyle changes have seen the disease become the country’s second most common cancer for younger people too. Fortunately, survival rates are high when caught early. And the early signs of Bowel Cancer are often visible in a person’s poo. So, based on the knowledge that young people ignored traditional Bowel Cancer ads, we decided to create something they couldn’t ignore – a solid gold 24K poo worth $5,000. Then, we challenged young people to look at their own poo and take a simple online quiz that helped them learn the symptoms of Bowel Cancer for the chance to win it.

HIGHLIGHTS

14,000 entries | 70 Million Earned Media | 50% increase in online searches | 467 pieces of media coverage | Best Ad On TV: Interactive