Kleenex has updated its toilet paper packaging as part of a campaign with Bowel Cancer Australia to promote awareness of bowel cancer symptoms.
The limited-edition packs, which include messaging urging consumers to “check your poo”, are now available exclusively at Woolworths ahead of Bowel Cancer Awareness Month in June.
The rolls are manufactured at Kimberly-Clark’s Millicent Mill in South Australia, featuring a reminder on the back of the pack outlining the symptoms of bowel cancer and directing consumers to a dedicated campaign website, poocheck.com.au.
Adam Carpenter, mill manager at Kimberly-Clark Australia, said the partnership aimed to raise awareness by making use of an everyday product already found in many households. “Thousands of Aussies already trust Kleenex in the bathroom, and this initiative transforms the humble loo roll into a tool that helps Aussies to break the poo taboo,” he said.
Julien Wiggins, CEO of Bowel Cancer Australia, said, “We are delighted to be partnering with Kleenex for this campaign, raising much-needed awareness around Australia’s second-deadliest cancer, bowel cancer. Awareness about the signs and symptoms of bowel cancer remains a primary opportunity for early detection.”
The campaign follows new research commissioned by the brand, which found that 73.6 per cent of Australians surveyed do not check their stool for signs of bowel cancer, and 43.2 per cent are unable to correctly identify three key symptoms of the disease. The survey also found that 38.6 per cent are uncomfortable discussing bowel habits with family, while 26.8 per cent feel the same about speaking with a doctor.
The initiative is being promoted by several public figures, including bowel cancer patient and television personality Mel Schilling, John Pearce (the Purple Wiggle), social media figure Maddy MacRae, and content creator Alright Hey.
