‘Beating Bowel Cancer’ is a charity dedicated to raising awareness of bowel cancer, giving support to sufferers and informing individuals on how best to fight against this disease.
The brief was to raise awareness of the disease, raise awareness of ‘Beating Bowel Cancer’ as a charity and communicate the fact that, although Bowel Cancer is the second biggest cancer killer in the UK, 90% of cases can be treated successfully if treated in time. With this last fact in mind, it seemed conceivable that it is the reticence, complacency and outright embarrassment that causes people to die of this disease as much as the disease itself. People literally can die of embarrassment.
Option 1: Getting straight to the bottom of the problem. Simple bare facts and bare bums. No need to be embarrassed.
Option 2: “I almost died of embarrassment.” This euphemistic phrase commonly used within trivial everyday conversations throughout the country could be used literally. This sombre campaign shows it is literally possible to die of embarrassment, ignorance and complacency.
Option 3: Again the facts speak for themselves but this time we have used ‘three’ facts and turned them on its side to illustrate the point. A solution that is a little bit crude but again ties in with the overarching theme 'Don't die of embarrassment'.