Our vision is to eliminate bowel cancer in Australia. It’s no small task. So to raise awareness for such a big challenge, we did something big.

We created a symbolic statement in Martin place, in the heart of Sydney’s busy CBD on 29th August 2014

The words ‘bowel cancer’ were built out of 5,000 boxes, each representing a bowel screening test kit. Throughout the day the boxes were taken by passers-by. As each one was taken the words slowly disappeared.

The symbolic message this conveyed was simple – the more people who take a¬†bowel screening test, the less we’ll see of bowel cancer.

The event was filmed for this national TV commercial to educate people on the importance of screening for the early detection of bowel cancer and inspire them to take action.

Here’s how the campaign unfolded …..