Colon cancer is the second deadliest cancer in The Netherlands. Checking your poop is one of the best ways to self-diagnose the disease early. When the Dutch Digestive Foundation approached us to create a public awareness campaign, we realized that people don’t like to talk about their poop. So we let poop do the talking instead, because this message about colon cancer is too important to ignore. Your poop wants to tell you something. Check it frequently, especially if you’re 50 or over. Check out yourpoop.nl for all the details.

Dutch Digestive Foundation. Flush Colon Cancer.

The campaign reached of over 1,000,000 people, 50,000+ visits on the website, 125,000+ YouTube views, it has been highlighted on 74 (specialist) blogs, in 4 minute item in a prime time TV program on national TV and our online PR activities have resulted in a media value of 80,000 Euro. The campaign reached 72% of the target audience so our goal of reaching 45% was crushed.

We launched a website yourpoop.nl which forms the centre of the campaign. The site offers information about the early signs of colon cancer, and enables visitors to take an initial poop survey themselves. The campaign film is embedded in the website, and has been aired on national TV. Three radio spots, outdoor advertising, print and online banners are driving traffic to the site. In addition, public relations activities aimed at national, local and specialist media, both print and online, are increasing public awareness of the campaign.