Creativity Brand Purpose Brand Strategy

Andrex advertises bowel cancer symptoms on packaging

Author

By Amy Houston | Reporter

June 21, 2022 | 4 min read

British toilet roll brand Andrex will advertise the warning signs of bowel cancer on its packaging after tying up with a UK charity.

Bowel cancer is the fourth most common cancer in the UK and the second biggest cancer killer, but few are aware of the signs to look out for to get an early diagnosis.

To raise awareness among the masses, the Kimberly-Clark-owned brand has partnered with charity organization Bowel Cancer UK to add information on symptoms of the disease to its packaging.

Toilet paper

Andrex is teaming up with Bowel Cancer UK / Claire Mueller on Unsplash

The change takes place in its factories from July and will be visible across 29m packs of Andrex Classic Clean from September.

“We’re incredibly honored to partner with Bowel Cancer UK in helping to raise awareness of the disease through our Andrex brand,” said Dan Howell, vice-president and managing director UK and Ireland at Kimberly-Clark.

“Bowel cancer is the fourth most common cancer in the UK with the second-highest mortality rate. Our announcement today is just the start of our work with the charity, and we’re committed to making it an ongoing partnership.”

The brand has estimated that through this initiative more than one in three UK households will have access to this information.

“We’re thrilled to partner with Andrex to raise vital awareness of bowel cancer symptoms with people all over the country,” added Genevieve Edwards, chief executive officer at Bowel Cancer UK.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“It’s the UK’s fourth most common cancer, with someone diagnosed with the disease every 15 minutes in the UK. Bowel cancer is treatable and curable, especially if diagnosed early, but 60% of people are diagnosed at later stages when it is much more difficult to treat. Part of the problem is low awareness of the red flag symptoms of bowel cancer that should prompt people to contact their GP. This brilliant partnership will help millions of people across the UK know what to look out for and will undoubtedly save lives.”

Consumers will be able to scan a printed QR code, redirecting them to Bowel Cancer UK’s website to find out more.

Creativity Brand Purpose Brand Strategy

More from Creativity

View all

Trending

Industry insights

View all
Add your own content +