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This advertising campaign was created to raise awareness for colorectal cancer among Singaporeans, with the primary aim to help senior citizens change their perception towards colorectal cancer, as it involves the unavoidable process of checking ones faeces, making it a taboo subject for many.

With that in mind, we chose to approach the matter in a more positive way. Focusing not on death or the severity of cancer, we picked an optimistic message, to "BE A SUPERHERO". The key visual of a person with a cape symbolises the everyday person able to be a hero for their loved ones.

To accompany this positive message, the campaign visuals and collaterals add a hint of cheekiness, by using a toilet roll and a superhero cape as bus flyers, and distributing actual toilet rolls as printed flyers.

Agency – Eitan
Role – Designer