The Marie Keating Foundation is marking Bowel Cancer Awareness Month this April with the launch of a new national campaign, ‘The Ad That’s Easily Missed’, designed to highlight how easily the signs and symptoms of bowel cancer can go unnoticed.
At the centre of the campaign is a simple but powerful visual: symptoms subtly embossed onto a sheet of toilet tissue. At first glance, the sheet appears blank. Only on closer inspection do the symptoms become visible – reflecting the reality that bowel cancer symptoms are often present but frequently overlooked or dismissed as something minor.
The campaign has rolled out nationwide across digital, out-of-home adverts, public transport and selected venue placements, including bathrooms in participating locations.
Bowel cancer, also known as colorectal cancer, is the second most common cause of cancer death in Ireland, with approximately 2,500 people diagnosed each year. While it is more common in older adults, there is growing concern about rising incidence among younger people.
Many of the symptoms, such as changes in bowel habits, fatigue or abdominal discomfort, can easily be attributed to everyday factors like stress, diet or conditions such as irritable bowel syndrome. This can lead to delays in seeking medical advice and, ultimately, later-stage diagnoses when treatment options are more limited.
Early detection remains critical. When bowel cancer is diagnosed at Stage I, 5 year survival rates are as high as 97%, compared to just 14% at Stage IV.
Cork father of two Brendan Looney (61) was diagnosed with Bowel Cancer in September 2025. His story highlights the importance of early detection and how screening saves lives.
“Hearing a radio ad led me to take the free BowelScreen test – I had no symptoms and felt completely well and expected nothing, but it uncovered cancer I never would have known about. That simple, free test set everything in motion and ultimately saved my life – if you’re eligible, please don’t put it off.”
This Bowel Cancer Awareness Month, the message is clear: don’t miss the signs, don’t ignore the symptoms, and act early.
For more, visit www.mariekeating.ie