Campaign: Kleenex - Breaking The Poo Taboo

Campaign: Breaking The Poo Taboo

Kleenex is swapping bathroom small talk for something that could save lives. In a first-of-its-kind collaboration with Bowel Cancer Australia, the brand has launched “Check Your Poo,” a national campaign that turns the humble toilet paper roll into a tool for early cancer detection.

Why it works: 

1. When faced with a subject campaign centered around public health, finding a clever yet effective message is key.

2. They did something covert that works; using a subtle message within the product - no need to buy anything new, or reach out and include a third party for assembly, help, etc.

3. Remove the stigma and shame from a sensitive subject.

4. Rhyming helps, ‘poo-taboo’ catchy. Cutesy, not scary.

5. It’s a product everyone uses, tie-in your campaign within the product; seamless and effective.

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