The Marie Keating Foundation wanted to increase awareness among men and women aged 60 – 69, in specific areas where uptake of the free bowel cancer screening is low. Bowel cancer is one of the three most common cancers among Irish men and women but early detection improves chances of survival for five years after diagnosis by 90%.With uptake of the free screening only 40.2%, despite previous national campaigns, the charity knew the job to do was more than just raising awareness. We found that, while we’ve come a long way when it comes to discussing health issues, bowel cancer is one disease Irish people are still not comfortable talking about - in part, because of the nature of the screening process. So rather than listing off statistics that have been highlighted in previous campaigns, JWT Folk decided to refer directly to the thing people find it hardest to discuss – the fact that the screening involves, well, ‘Giving a s**t'.Outdoor posters, featuring the line "I gave a s**t and it saved my life” were placed in targeted areas around screening centres. The ads feature both males and females in the target age bracket. Radio, featuring bowel cancer survivor Paddy O’Leary echoing the sentiment was followed by social media to target a wider audience.CreditsCREATIVE AGENCY: JWT FolkCREATIVE PARTNER: Karl WatersART DIRECTOR: Dean RyanCOPYWRITER: Rebecca DorePLANNER: Derwin MyersSOCIAL AND CONTENT MANAGER: Nicola HalloranACCOUNT MANAGER: Sarah Conlan