Interactive ad: Bowel Cancer Australia: The Golden Nugget

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Top 6: September 11th 2019

Cox Inall Change and BWM Dentsu have partnered to deliver an innovative social media campaign with an unusual incentive for their long-standing client Bowel Cancer Australia. Bowel Cancer has long been perceived as an old person's plight, but that's no longer the case with almost 1 in 10 new cases occurring in younger people, making it the deadliest cancer for those aged 25-29. Fortunately, if caught early, bowel cancer is often treatable and catching it can be as simple as keeping an eye out for any changes in bowel movements. To encourage young Australians to ‘check their poo’, as well as educate them on the disease’s tell-tale signs, Cox Inall Change and BWM Dentsu have partnered to create a poo-shaped Golden Nugget, valued at $5,000. The perfect poo was designed and hand-crafted from solid 24 carat gold by master jeweller Simon West of Simon West jewellery. The campaign was activated through paid, owned and earned channels and has already received over 10,000 entries, with a making of video and a series of bejewelled 3D ‘warning signs’ encouraging users to take a light-hearted quiz to enter.