Bowel Cancer Australia's 'Australia's Deadliest' campaign, via Ogilvy Health, challenges the 'old man's disease' misconception using real-life stories and tabloid-style journalism.

Bowel Cancer Australia's new campaign via Ogilvy Health, 'Australia's Deadliest', uses tabloid-style journalism to depict bowel cancer as a deadly creature affecting 1,700 Australians under 50 each year. The campaign aims to dispel the misconception that bowel cancer is only an 'old man's disease'. It utilizes real-life stories of five patients to raise awareness and encourage vigilance for symptoms.