Kimberly-Clark Toilet Paper Brand To Tweak Packaging To Flush Bowel Cancer Early

In partnership with Bowel Cancer UK, toilet paper brand Andrex will be adding information on bowel cancer to its packaging, which will be available on 29 million packs of Classic Clean from September, with plans to expand the initiative to the company’s entire range by next year. 

According to the charity, should the rollout be a success, one in three households in the UK will be privy to the potentially life-saving information, both in terms of wording on the packaging as well as an accompanying QR code that leads them to a website with more information. 

A recent survey showed that nearly half of adults in the country were unable to name a single symptom of bowel cancer, despite it being the fourth most common cancer in the UK with someone diagnosed every 15 minutes.

Hence the need for this #GetOnARoll campaign, in which Andrex, owned by  America’s Kimberly-Clark, will also be donating an initial £65,000 (US$79,000) to Bowel Cancer UK to support its work of bringing information to the masses and improving the quality of lives for those affected by the cancer. 

“Bowel cancer is treatable and curable especially if diagnosed early, but 60% of people are diagnosed at later stages when it is much more difficult to treat. Part of the problem is low awareness of the red-flag symptoms of bowel cancer that should prompt people to contact their GP,” said Genevieve Edwards, CEO of Bowel Cancer UK.

“This brilliant partnership will help millions of people across the UK know what to look out for and will undoubtedly save lives.” 

[via The Drum and Bowel Cancer UK, cover image via Isaac F. Leach | Dreamstime.com]