AJF helps bowel cancer disappear

9 September 2014

Creative Agency: AJF Partnership

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AJF filmed an experiential activation in Sydney's Martin Place for this ad for the Jodi Lee Foundation.

A national campaign for the Jodie Lee Foundation has been launched with a television commercial shot in Sydney’s Martin Place. The campaign shows 5,000 bowel cancer screening kits arranged to spell out the words ‘bowel cancer’. Commuters and shoppers were encouraged to take the kits and as they did so the words disappeared.

Australia has one of the highest bowel cancer rates in the world and the organisation wants to impress how screening is an important early detection tool. Up to 90% of bowel cancer cases can be treated successfully if detected early, it claims.

“Many people don’t experience any symptoms of bowel cancer until it has become more advanced or has spread, which is why screening is so important,” said the Jodi Lee Foundation CEO Nick Lee.

The AJF Partnership developed the concept.


Client Name: Jodi Lee Foundation

Client Executives: Nick Lee (CEO), Tiffany Young (Business Director) Abby Bowden (PR Manager)

Executive Creative Director: Andrew Foote

Creative Director/Copywriter: Michael Skarbek

Creative Director/Art Director: George Freckleton

Head of TV: Roz Ruwhiu

Senior Account Director: Kate Silver

Senior Account Manager: Anne-Marie Healy

Strategy Director: Lucy Cochran

Strategic Planner: Brigitte Bayard

Production Company: Will O'Rourke

Director: The Glue Society (Pete Baker)

Executive Producer: Michael Ritchie

Head of Projects: Josh Mullens

Project Manager: Melanie Reardon 

DOP: Rob Marsh

Art Director: Gus Smith

Editor: Laurence van Camp, The Editors

Composer: Paul Ruske, Final Sound


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