Foundation makes 'bowel cancer' disappear in Sydney

Client: Jodi Lee Foundation

Agency: AJF Partnership

Market: Australia

Campaign scope: TVC, running nationally for three weeks on free-to-air and pay TV, national print support.

Hook: Using screening kits to build a sculpture of the words 'bowel cancer' in Sydney's Martin Place; as people took the kits, the words gradually disappeared. The foundation explains that Australia has one of the world's highest rates of bowel cancer, with more than 17,000 people diagnosed each year. Screening is critical as up to 90 per cent of cases can be treated if detected early enough.

Press release quote: Jodi Lee Foundation CEO Nick Lee: “Many people don’t experience any symptoms of bowel cancer until it has become more advanced or has spread, which is why screening is so important. A simple screening test that can be completed in the privacy of your own home might just save your life.”

Comments: The TVC is a powerful visual representation of the action required to create an outcome we certainly hope to see.

CREDITS

Client Name: Jodi Lee Foundation
Client Executives: Nick Lee (CEO), Tiffany Young (Business Director) Abby Bowden (PR Manager)
Executive Creative Director: Andrew Foote
Creative Director/Copywriter: Michael Skarbek
Creative Director/Art Director: George Freckleton
Head of TV: Roz Ruwhiu
Senior Account Director: Kate Silver
Senior Account Manager: Anne-Marie Healy
Strategy Director: Lucy Cochran
Strategic Planner: Brigitte Bayard
Production Company: Will O'Rourke
Director: The Glue Society (Pete Baker)
Executive Producer: Michael Ritchie
Head of Projects: Josh Mullens
Project Manager: Melanie Reardon
DOP: Rob Marsh
Art Director: Gus Smith
Editor: Laurence van Camp, The Editors
Composer: Paul Ruske, Final Sound