NHS - Ribbon Dancer

Challenge

Although most of the campaign’s target audience say they will complete the bowel cancer test when they receive one in the post, the latest data shows that almost one third of people who were sent one in England last year did not go on to complete it.

Approach

The spot illustrates how the test is a life-saving opportunity, as a man in his 50s takes a loo roll and erupts into a graceful dance to I’ve Got to Be Me by Sammy Davis Jr.