Toilet paper brand Kleenex is rolling out a new campaign aimed at encouraging Australians to check their poo, teaming up with Bowel Cancer Australia to break taboos and raise awareness of bowel cancer symptoms.
The initiative sees Kleenex toilet rolls across the country printed with a clear message: “Check your poo,” alongside a link to a dedicated support hub at poocheck.com.au.
The campaign is designed to prompt Australians to use their bathroom time to consider their bowel health, in the hope of improving early detection rates for the country’s second-deadliest cancer.
“We are delighted to be partnering with Kleenex for this innovative campaign, raising much-needed awareness around Australia’s second-deadliest cancer – bowel cancer,” said Julien Wiggins, CEO of Bowel Cancer Australia.
“Awareness about the signs and symptoms of bowel cancer remains a primary opportunity for early detection. Now every time Aussies go to the toilet with these Kleenex loo rolls, they’ll be encouraged to overcome the taboo around checking their poo.”
The campaign comes ahead of Bowel Cancer Awareness Month in June, and coincides with findings from a new national study polling more than 1,000 Australians.
The research reveals that nearly three-quarters (73.6%) of respondents do not regularly check their poo for warning signs, and nearly half (43.2%) cannot correctly identify three key symptoms of the disease.
Stigma remains a key barrier, with 38.6% of those surveyed saying they are uncomfortable discussing their bowel habits with family, while 26.8% feel uneasy talking about it with their doctor.
Adam Carpenter, Mill Manager at Kimberly-Clark Australia – the parent company of Kleenex – said the partnership represents a meaningful way the brand can support public health.
“We’re incredibly proud to support the team at Bowel Cancer Australia, using our Kleenex loo rolls to help address some of the bathroom blind spots when it comes to bowel cancer symptom awareness,” he said.
“Thousands of Aussies already trust Kleenex in the bathroom – and this crucial initiative transforms the humble loo roll into a bowel cancer awareness game-changer that helps Aussies to break the poo taboo. This is a natural step and partnership for Kleenex, and we hope it contributes to driving awareness, particularly as we head into Bowel Cancer Awareness Month this June.”
The campaign is also gaining traction online, with public figures such as Married at First Sight star and bowel cancer patient Mel Schilling, Purple Wiggle John Pearce, social star Maddy MacRae, and viral content creator Alright Hey supporting the movement.
For more information on the Kleenex and Bowel Cancer Australia Poo Check campaign, visit: poocheck.com.au.
