NHS Launches first ever Special Builds in the health services’ history in new major Bowel Cancer campaign.

A new campaign has launched in London to increase awareness of the symptoms of Bowel cancer and increase bowel cancer screening. Integrated media agency JACK RYAN is behind the latest campaign that includes an NHS first in the form of 3D and 2D Special builds across the capital featuring larger-than-life loo rolls.

Running throughout October 2025, the campaign will be seen across Buses, TfL Underground and Overground stations, Out of Home, Social Media, Radio including LBC, Heart, Smooth and Search. The campaign ‘Don’t Wipe Away The Signs’ and ‘Don’t Wipe Away The Hidden Signs’ encourages people aged 50 to 74 to use their bowel cancer testing kit and to see a GP about symptoms like blood in their poo or persistent changes in bowel habit.

The strategy and fully integrated campaign devised by media agency JACK RYAN also incorporates engagement with branded loo-rolls distributed to organisations, businesses and healthcare settings across London.

Around 43,000 people in England are diagnosed with bowel cancer each year – making it the fourth most common cancer. Early diagnosis saves lives: around 90% of people diagnosed with stage 1 bowel cancer survive for five years or more, compared to just 10% at stage 4.

“Most people with bowel symptoms don’t have cancer, but if it is cancer, making the diagnosis early is what makes all the difference in making the treatment simpler and more successful,” said Dr Bushra Khawaja, Primary Care Cancer Lead.

Ryan Dunlop, Strategy Partner at JACK RYAN, added: “Challenging perceptions and stigma is crucial and the co-designed approach we have co-developed the NHS is eye-catching, conversation starting and crucially behaviour changing”

“By taking over most forms of media across London over a month with combinatorial media, we are increasing touchpoints with the audience and ultimately amplifying this crucial and important message to the audiences who need it most – the campaign is grounded in data and led by human insights with input from community organisations.”

Source: JACK RYAN

  Advertising, Awareness Campaign, Campaign, JACK RYAN, London, Marketing, NHS, OOH, UK