Look Back and Track Campaign

Client: Bowel Cancer UK

Since 2022, Andrex and Bowel Cancer UK have collaborated to tackle one of the UK’s most embedded cultural challenges and help to save lives. Together, we want to increase early diagnosis of bowel cancer, which can improve survival from 10% if diagnosed at the latest stage to over 90% if diagnosed at the earliest stage. Yet cultural embarrassment and lack of awareness mean many people don’t know what “normal poo” looks like and delay seeking help. Our shared mission is to normalise conversations about bowel health, empower people to “know their normal”, and help drive earlier diagnosis.

The partnership spans national campaigns, retail activations, and funding for awareness services and research, with a commitment to continue through to 2028.

In 2024, we joined Bowel Cancer UK’s award-winning #GetOnARoll programme, printing vital information on Andrex toilet rolls reaching 1 in 3 UK households. This grew into our ‘Get Comfortable’ campaign, and in 2025 our flagship Look Back & Track campaign. Awareness rose to 49%, and GP engagement improved, with symptomatic individuals contacting their GP increasing from 25% to 32%.

This partnership delivers measurable societal impact and has earned industry recognition as Best Charity Partnership 2025 and Ad of the Year 2025.