![]() Quick cuts subsequently show a completed bowel cancer screening kit while a voiceover intones: “if you’re sent a bowel cancer screening kit, put it by the loo. Personifying this approach is a man in his 50s who breaks into a rhythmic dance while heading to the toilet, turning a loo roll into a makeshift ribbon in a celebration of life. Phil Bastable, deputy director, head of marketing and social media team, NHS England, said: “This campaign by M&C Saatchi London addresses a serious, sensitive issue in an engaging and memorable way, showing how taking this quick, easy-to-use test really does have the power to save your life.” ![]() Seeking to smash a societal taboo the campaign aims to scotch assumptions that if you are not presenting any symptoms then there is no need to test, while also addressing hygiene fears and cultural sensitivities. ![]() Developed in partnership with M&C Saatchi London, the ad shows that there is nothing to be embarrassed about when taking a stool sample at home to send off for testing, with a third of those who receive a kit failing to look out for number one after doing a number two. ![]()
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