Never Too Young

Our concept aims to confront the taboo surrounding bowel cancer directly, presenting a campaign that addresses the issue openly and assertively. Central to our strategy is a 30-second moving image, portraying a contemporary club scene intertwined with the warning signs of bowel cancer. Featuring a diverse array of individuals seated on toilet seats, our visuals highlight the universality of the disease, particularly among young adults. With statistics revealing that 60 percent of patients under 45 are diagnosed at stage 4 due to misdiagnosis and lack of awareness, our campaign emphasises the importance of early detection. In alignment with the charity's mission, our approach maintains an empowering and positive tone, designed to motivate the younger demographic to prioritize bowel health checks.