Beating Bowel Cancer – The screening lottery.

Corporate PR


We work with Beating Bowel Cancer on a pro bono basis having lost a valued member of staff to the disease. When detected early survival rates from bowel cancer are extremely high, yet it is the second highest cancer killer.

In January 2017 we campaigned to reduce the screening age for bowel cancer from 60 to 50. Variations in the screening age across the UK are leading to thousands of bowel cancer patients in their 50s missing out on the opportunity of being diagnosed early. If the screening age was reduced from age 60 to 50 in England, Wales and Northern Ireland, to be in line with Scotland, over 4,000 patients a year would be given the chance to be diagnosed earlier.

Strategy and execution

We hosted a Parliamentary reception to launch the initiative, backed up by a number of Members of Parliament. We also produced a comprehensive press pack, including question and answers for the Beating Bowel Cancer team, and ran a targeted media relations campaign across print, online and broadcast.


The campaign generated over 100 pieces of coverage showcased in The Sunday Times, the Daily Mail, The Sun and The Metro. It also led to over 20 broadcast interviews including BBC Breakfast, Good Morning Britain, BBC Radio 5 Live and This Morning.

There was also strong engagement for the campaign on social media, with over 700 tweets mentioning #Screenat50 and 1,250 mentions of Beating Bowel Cancer on Twitter.

Get in Touch

Kris Makuch

Director of Digital