The Leith Agency has launched The Poo Song, a catchy tune to encourage youngsters to tell their elders to do a bowel cancer test.
The cheeky ditty – which comes up with all sorts of infantile poo synonyms to make its point – was commissioned by the Scottish Government as part of a wider drive to detect cancer early in Scotland. It features the voice of Bill Torrance, with music by Neil Pennycook from Edinburgh band Meursault, and is also accompanied by an online video, animated in-house by the Leith Agency.
According to the agency’s Jim Wolff, they aimed “to create something catchy that younger people want to share, but that also gets the serious message across. With any luck it’ll be memorable enough to get people asking their parents to test their poo too.”
The new campaign, which also includes a separate TV ad, follows on from the breast cancer TV ad, also for the Scottish Government, which featured Scottish actress Elaine C Smith holding up large-scale photographs of breasts affected by cancer, which contributed a 50% increase in people seeking medical advice.
The release of the song is the latest in a line of public service and charity campaigns using a more humorous or straight-talking approach to a serious subject, such as the below from Prostate Cancer UK featuring comedian Bill Bailey.
Whether The Poo Song will emulate the success of fellow singalong public service campaign Dumb Ways to Die that launched last November and has been viewed more than 43m times on YouTube now, remains to be seen. Maybe it’s not as immediately endearing and ‘earworm’-worthy, but a refrain of ‘test your poo’ might indeed get the intended target audience merrily sharing some very serious advice.
Creative Director: Gerry Farrell
Art Director: Jordan Laird and Erik Ravaglia
Copywriter: Ian Greenhill
Illustration: Jordan Laird
Animation: Erik Ravaglia
Account Director: Katherine Manley
Account Manager: Brieanna Tahere
Digital Planner: Jim Wolff
Vocal: Bill Torrance
Music: Neil Pennycook
The April print issue of CR presents the work of three young animators and animation teams to watch. Plus, we go in search of illustrator John Hanna, test out the claims of a new app to have uncovered the secrets of viral ad success and see how visual communications can both help keep us safe and help us recover in hospital
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