McCann Bristol uses 'positive image' for bowel cancer work

A poster campaign featuring bare buttocks encased in a bra is being

used to highlight the threat of bowel cancer.

The national initiative by the Cancer Research Campaign is using the

imagery to bring home the message that bowel cancer kills more people

than breast cancer.

The advertising has been produced by McCann-Erickson Bristol, which has

extended its relationship with the charity for which it devised a

regional campaign last year.

The aim of the advertising is to raise awareness of bowel cancer and to

encourage people to be alert to possible signs of the disease early


David Woolway, McCann-Erickson Bristol's creative director, devised the

campaign along with David Brown. It was photographed by Jonathan


Woolway said: 'The idea is not to shock but to use a positive image to

convey an important message.'

The work will break next month with a 96-sheet poster being displayed on

a Thames barge outside the Houses of Parliament. The launch will be

followed by a roll-out on 48-sheet poster sites throughout the UK.