We’re lifting the lid on our new Andrex® partnership with a little help from ITV’s Celebrity Big Brother

Our new partnership with Andrex® aims to encourage people to talk about their toilet habits and ease any embarrassment. 

The three-year partnership with Andrex® launches with three adverts on ITV’s Celebrity Big Brother, along with a compilation advert during the show’s finale.

The adverts feature reality TV legend Sharon Osbourne plus Big Brother 2023 winner Jordan Sangha, and former contestants Henry Southan and Yinrun Huang, sitting on a chair made of Andrex® toilet paper in the show’s iconic Diary Room being asked about their toilet habits.

The ads also feature Celebrity Big Brother presenters AJ Odudu and Will Best encouraging people to put aside their embarrassment and get comfortable.

Britain’s leading toilet roll brand has also pledged over £2.3 million worth of support to us over the next three years as part of Andrex®’s brand transformation and new ‘Get Comfortable’ brand positioning. It aims to shape a national conversation about the public’s toilet habits and ease their embarrassment around seeking help from health professionals if they’re worried about their bowel health. 

The partnership includes featuring a co-branded advert in London’s world-famous Piccadilly Lights, challenging the public’s embarrassment around toileting and bowel health. The advert will be shown for seven days from Monday 25 March, as well as running on video-on-demand, social media and other out-of-home advertising throughout the rest of the year.

We’re delighted that the partnership also includes a £300,000 donation from Andrex® to support our mission for more people to be diagnosed at the earliest stages of bowel cancer, when the disease is easier to treat. Sadly, almost half of people are diagnosed late when the disease is harder to treat and survival rates plummet.

Andrex® is providing us with significant in-kind support, which includes funding all the co-branded advertising and committing to regular giveaways amounting to upwards of £2 million over three years.

Genevieve Edwards, Chief Executive at Bowel Cancer UK, says: “We’re thrilled to build on our inspiring partnership with Andrex, and kick start vital conversations with the legendary reality show ITV’s Celebrity Big Brother.

“Nearly 43,000 people in the UK are diagnosed with bowel cancer every year, but fewer than 4 in 10 people are diagnosed in the early stages, when the disease is easier to treat. We can change this and by sparking conversations about toilet habits, we're empowering the public to overcome embarrassment and seek crucial support from a health professional.”

Matt Stone, UK Marketing Director at Kimberly-Clark, says: “Overcoming toilet awkwardness will help us all have a healthier relationship with our bodies and the bathroom. This fantastic collaboration is the start of a mission to do just that. We’re delighted to not only kick things off with ITV’s Celebrity Big Brother, but also confirm our long-term commitment and partnership with Bowel Cancer UK.”

• Find out more about this partnership
• Learn more about the symptoms of bowel cancer
• Join us as a corporate partner
  
  
  

Pictured above: The chair made of Andrex® toilet paper which featured in the launch. Photo credit: Brendan Foster Photography.