Smashing poo taboos; How your voice shaped a bold campaign
In April, the Bowelbabe Fund for Cancer Research UK launched a bold new health campaign for Bowel Cancer Awareness Month. The goal was simple but powerful: break the stigma around poo and bowel cancer and help people feel confident seeking help when something doesn’t feel right.
Through our Cancer Insight Panels, people affected by cancer helped to guide key elements of the campaign. Your feedback made the messaging clearer, more inclusive, and impactful.
How your involvement made a difference
You helped refine the language. Clinical terms like "bowel habits" were replaced with everyday language like "poo”. Confusing phrases like "It’s better out than in" were removed. Inclusive terms like "someone you trust" and "health professional" replaced "colleagues" and "doctor" to reflect how people actually talk about these issues.
You clarified the message. Your insight showed that the link to bowel cancer wasn’t strong enough, so we added a clear statement to every poster: "Spotting bowel cancer early saves lives." We also included the Cancer Research UK logo to build trust and credibility.
You asked for more guidance. You wanted clearer information on symptoms and when to seek help. While space was limited on posters, your feedback led to the creation of a supporting leaflet and expanded content on social media.
You inspired creativity. An early idea featuring a toilet cubicle received strong support from the panel. One member even compared it to the Big Brother diary room. That idea became "Toilet Talk," a social media series featuring celebrities like Gaby Roslin and Merlin Griffiths, who sat in a colourful cubicle to talk openly about poo and bowel cancer.
You helped test and refine. We partnered with Talking Taboos, a charity that tackles overlooked social issues, to test messaging further. Your feedback, combined with external testing and a follow-up survey, helped shape the final campaign.
The impact you made
- Posters and leaflets were displayed in 562 Cancer Research UK shops across the UK
- Newspaper adverts reached an estimated 10.8 million people, appearing in titles like Metro, The Sun, Daily Mail, and City AM
- Social media content generated 775,000 views, with celebrity collaborations prompting real conversations and followers telling us they made GP appointments
- Leaflets with symptom checklists helped people feel more confident talking to their doctor. This was something 79% of UK adults surveyed through the Fund’s YouGov polling said they’d find useful when talking to a doctor or GP.
Your voice matters
Thanks for sharing your views to help us shape a bold new campaign to help smash poo taboos and spark change.