Clemenger BBDO unveils 'Irregular Chocolates' for Bowel Cancer Australia

14 February 2024

Creative Agency: Clemenger BBDO

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A box of chocolates with a potentially life-saving message.

Why give a loved one a regular box of chocolates this Valentine’s Day, when you could give them a box of Irregular Chocolates, with a potentially life-saving message?

That’s the message Clemenger BBDO is sending today, as part of a social and PR-led campaign on behalf of Bowel Cancer Australia.

The campaign uses exquisitely designed, 3D printed chocolate to raise awareness of early-onset bowel cancer -- the deadliest cancer for people aged 25-44.

Timed to coincide with Valentine’s Day, the Irregular Chocolates campaign leverages the day of love to encourage unconventional and important conversations about poo between loved ones.

Because if someone really loves someone, they can talk about anything. Even the awkward and uncomfortable, even their bowel habits.

The collaboration with chef and food designer Ryan L Foote to create four bespoke Irregular Chocolates representing bowel cancer symptoms – Jammy (blood in your poo), Gooey (an obvious change in your bowel habit), Airy (weight loss you can’t explain) and Chunk (lump or swelling in your abdomen) - for the campaign.

The premium chocolates are made up of flavour profiles that abstractly reflect the symptoms people should look out for when it comes to bowel cancer.

The unique confections are at the centre of the campaign with the video content of Elise’s heartfelt lived-experience. Content was deployed across social media channels, as well as an activation and influencer packs to drive awareness and reach younger Australians.

Boxes of the limited-edition boxes of Irregular Chocolates with information cards were also available as part of a giveaway, in the lead up to Valentine’s Day.

Bowel Cancer Australia CEO Julien Wiggins says the organisation was grateful to work with Foote and Clemenger BBDO on this unconventional campaign.

"Which aims to overcome the poo taboo and raise symptom awareness in younger people, as bowel cancer is the deadliest cancer for people aged 25-44," says Wiggins. 

Clemenger BBDO ECD Richard Williams says to turn around perceptions of bowel cancer, the agency needed to smash stigmas and normalise talking about poo, especially among younger demographics who think bowel cancer can’t affect them.

"What better way to reach and engage with them than via social. And what better time to launch a chocolate-driven campaign than in the lead up to Valentine’s Day. Because if you really love someone, you can talk about anything," says Williams.

Artist, food designer and chocolatier Foote says art is an incredible driver of conversation.

"It’s inspiring to see Bowel Cancer Australia and Clemenger BBDO lean on unique creativity and design in educating and engaging the public on such an important yet under-represented topic. I’m honoured to be a part of it all," he says.

The Irregular Chocolates campaign launched on February 9 and runs until February 15.

TikTok is also providing pro-bono support to amplify the Irregular Chocolates campaign, reaching a younger audience and encouraging them to have an unconventional conversation about the importance of symptoms, given the rising rates of bowel cancer in people under age 50.

Free boxes of the limited-edition boxes of Irregular Chocolates will be available for pick up (one box per couple) from R L Foote Design Student in Clifton Hill, until 5pm on Wednesday, February 14, while stocks last.

If people can’t get their hands on a box of Irregular Chocolates, consider this as a reminder to talk to loved ones this Valentine’s Day. If someone experiences any of these bowel cancer symptoms for two weeks or more, make an appointment with your GP.




Bowel Cancer Australia

· Julien Wiggins, CEO

· Stephanie Bansemer-Brown, National Marketing & Publicity Director


Ryan L Foote Design Studio

· Ryan L Foote, Founder & Creative Director

· Maddison Ryder, Business Development Manager


Clemenger BBDO

· Richard Williams, Executive Creative Director

· Georgie Winton, Managing Partner

· Huei Yin Wong, Senior Art Director

· Phoebe Sloane, Senior Copywriter

· Gracie Smith, Senior Account Director

· Stephanie Cheung, Business Manager

· Caroline Roe, Head of PR

· Stephanie Punchard, PR Business Manager

· Grace Lavendar, Social Media Content Manager

· Lewis Steele, Head of Social

· Claire Bisset, Executive Director – Digital & Creative

· Lisa Moro, Senior Producer – Digital Production

· Christopher Newlands, Designer / Content Creator

· Jo Howlett, Senior Producer



· Callum Smit, Lead Producer – Digital Production

· Thomas Pollard, Director / Editor

· Alex Byrne, Content Producer

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