Andy Devaney
In a world obsessed with smart tech, Andrex and Bowel Cancer UK have teamed up to shine a light on a decidedly low-tech yet critically important health indicator: our poo.
Bowel cancer is one of the most common cancers in the UK, yet shockingly, nearly 1 in 4 Brits (24%) admit they rarely or never glance back at their handiwork in the toilet bowl. Time to embrace a different kind of screen time, folks!
With their cheekily named “Look Back & Track” campaign, Andrex wants us to focus less on wrist-worn gadgets and more on what’s floating in the bowl. Research conducted by Andrex reveals that although 41% of Brits track various aspects of their health, only 15% monitor their bowel movements—a key indicator of bowel cancer and other serious conditions.
“There is a free, effective health tracker that 12.8 million of us aren’t using,” explains Niamh Finan, Marketing Director at Andrex. “We are currently on a mission to break down the embarrassment barriers when it comes to the toilet and encourage the nation to ‘Get Comfortable’ with their bowel health.”
Highlighting the absurdity of our digital tracking obsession, Andrex has created “The Really Smart Ring,” a witty spoof crafted by Hatton Garden jeweller Albert Zubaida.
Completely devoid of any technology, the ring engraved with ‘Look Back & Track’ has found its way onto the fingers of influencers like Abraham Bunga, spreading the word about the simple yet life-saving act of checking your poo.
The irony isn’t lost on Gen Z, who despite being the most tech-savvy and health-conscious generation—60% using at least one health-tracking device—are paradoxically the most squeamish about checking their bowel movements. Over a third (35%) of them would rather swipe left on their poo entirely.
“There could be various reasons why people might be reluctant to look at their poo,” psychologist Dr Sandi Mann points out. “We might also be afraid of what we might see and what it might indicate, so it feels easier to literally look the other way. However, of course, that means we are ignoring a really important way to monitor our health.”
Of those Brits avoiding the glance, reasons range from not knowing what to look for (36%) and sheer disgust (31%), to outright ignorance about the health implications (18%). Yet, paying attention to changes in bowel habits—including frequency, texture, and colour—can be early signs of bowel cancer or other bowel-related issues.
“It’s important for people to know what’s normal for them and watch out for anything unusual or signs of something more serious,” says Genevieve Edwards, Chief Executive at Bowel Cancer UK. “If you’re worried or feel that something’s not right, it’s important to speak to your GP.”
The main symptoms to watch for when tracking your bowel movements include bleeding from your bottom or blood in your poo, unexplained changes in bowel habits, unexplained weight loss, persistent fatigue, or a pain or lump in your abdomen. Experiencing these symptoms doesn’t always mean bowel cancer, but early detection can be lifesaving.
With over 100 million packs of Andrex toilet tissue featuring bowel cancer symptoms each year, the “Look Back & Track” campaign aims to tackle taboos, encouraging more Brits to take charge of their bowel health—no smartwatch required.
To learn more, visit the Andrex Look Back & Track hub, and maybe next time, take a quick glance before you flush.
