What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 22% → 36% | +14pp |
| Consideration | 9% → 20% | +11pp |
| Investigation | 3% → 8% | +5pp |
| Preference | 2% → 6% | +4pp |
| Claimed Usage | 1% → 5% | +4pp |
What's behind the growth
Bowel Cancer Australia's brand-building this year has spanned partnerships, fundraising and research funding, rather than one big campaign. Its biggest partnership is with Kleenex. A campaign launched in June 2025 put "check your poo" messaging on limited-edition toilet paper packs, backed by retail activation and social amplification.
It was relaunched for a second year in June 2026, as part of what's now a three-year deal.
Alongside that sits its evergreen fundraising calendar: Bowel Cancer Awareness Month and Red Apple Day each June, Dry July, Decembeard, and a 25th-anniversary initiative, "Unwavering Champions for Change," launched in June 2026.
It also secured a $2.5 million research grant in May 2026 to study early-onset colorectal cancer. And it marked the National Screening Program's 20th anniversary by highlighting its stagnating screening rates.
