Clemenger BBDO encourages bowel cancer conversation with its Irregular Valentine’s Day campaign

Clemenger BBDO - Irregular Chocolates

The agency collaborated with chocolatier Ryan L Foote to create four bespoke chocolates representing bowel cancer symptoms.

Clemenger BBDO has worked with a chocolatier to create four Irregular Chocolates representing bowel cancer symptoms: Jammy (blood in your poo), Gooey (an obvious change in your bowel habit), Airy (weight loss you can’t explain) and Chunk (lump or swelling in your abdomen).

The Irregular Chocolates campaign for Bowel Cancer Australia leverages Valentine’s Day to encourage unconventional and important conversations about poo between loved ones, raising awareness of early-onset bowel cancer – the deadliest cancer for people aged 25-44.

The chocolates are also at the centre of a video piece of Elise’s lived experience as a young person who was diagnosed with bowel cancer.

Clemenger BBDO has deployed the content across social media channels, as well as a creating activation and influencer packs to drive awareness and reach younger Australians. TikTok is also providing pro-bono support to amplify the social and PR-led campaign.


Julien Wiggins, Bowel Cancer Australia CEO, praised the work of the agency and chocolatier Ryan L Foote for the “unconventional campaign which aims to overcome the poo taboo and raise symptom awareness in younger people.”

Richard Williams, Clemenger BBDO executive creative director, noted that social media was the best place to reach the younger demographics to change their perceptions of bowel cancer and normalise talking about poo. 

“And what better time to launch a chocolate-driven campaign than in the lead up to Valentine’s Day,” he said. “Because if you really love someone, you can talk about anything.”

Foote called the campaign “an incredible driver of conversation.”

“It’s inspiring to see Bowel Cancer Australia and Clemenger BBDO lean on unique creativity and design in educating and engaging the public on such an important yet under-represented topic. I’m honoured to be a part of it all.”



Bowel Cancer Australia
Julien Wiggins, CEO
Stephanie Bansemer-Brown, National Marketing & Publicity Director

Ryan L Foote Design Studi
Ryan L Foote, Founder & Creative Director
Maddison Ryder, Business Development Manager

Clemenger BBDO
 Richard Williams, Executive Creative Director
Georgie Winton, Managing Partner
Huei Yin Wong, Senior Art Director
Phoebe Sloane, Senior Copywriter
Gracie Smith, Senior Account Director
Stephanie Cheung, Business Manager
Caroline Roe, Head of PR
Stephanie Punchard, PR Business Manager
Grace Lavendar, Social Media Content Manager
Lewis Steele, Head of Social
Claire Bisset, Executive Director – Digital & Creative
Lisa Moro, Senior Producer – Digital Production
Christopher Newlands, Designer / Content Creator
Jo Howlett, Senior Producer

Callum Smit, Lead Producer – Digital Production
Thomas Pollard, Director / Editor
Alex Byrne, Content Producer

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