NHS (National Health Service) England has launched a major multichannel campaign to drive more people to complete the bowel cancer screening test when sent one. The push was developed in partnership with creative agency M&C Saatchi London.
The campaign features this TV spot, “Ribbon Dancer,” directed by Si&Ad of Academy Films. In the film, we see a man in his 50s getting up in the morning. He grabs a roll of toilet paper when inspiration strikes. He begins to unravel the paper before bursting into a graceful dance. Like a rhythmic gymnast, he uses the toilet paper as his ribbon. The display is a joyous celebration of life, choreographed to the tune of “I’ve got to be me” by Sammy Davis Jr.
The man’s dance takes him around the house and out into the garden before eventually leading him to the privacy of his bathroom. A series of quick cuts depict the completion of the bowel cancer screening kit, before a voiceover instructs the audience, “If you’re sent a bowel cancer screening kit, put it by the loo. Don’t put it off.”
Phil Bastable, deputy director, head of marketing and social media team, NHS England, said: “Diagnosing bowel cancer at an early stage greatly improves a person’s chances of survival, which is why we want to ensure that as many people as possible complete the bowel cancer screening test when they’re sent one. This campaign by M&C Saatchi London addresses a serious, sensitive issue in an engaging and memorable way, showing how taking this quick, easy-to-use test really does have the power to save your life.”
Guy Bradbury, creative partner, M&C Saatchi London, added: “To remind people who have been invited to take the bowel cancer test next time they go to the loo, we wanted to create a campaign that was distinctive, memorable and joyous, reminding people–through ribbon dance–that a simple screening test could save their lives. Or in the words of Sammy Davis Jr, “Live, not merely survive.”
