The Bowel Movement is a bold new awareness and fundraising campaign launched by Flinders Foundation, in collaboration with our partners Preventive Health SA, Who Gives A Crap, Urban Services, Drakes Supermarkets and Tradelink, combining humour, hope and groundbreaking science to tackle bowel cancer, Australia’s second deadliest cancer.

Designed to break taboos, boost screening rates and fund life-saving research, the campaign uses cheeky language to spark serious conversations about early detection and prevention. 

From 18 March, South Australians can support the cause through a retail activation delivered in partnership with Who Gives A Crap and Drakes supermarkets. A portion of proceeds from select Who Gives A Crap toilet paper sold at Drakes stores across South Australia will support bowel cancer research through Flinders Foundation. 

We are pleased to welcome Preventive Health SA as our official Campaign Partner. As South Australia’s dedicated prevention agency, Preventive Health SA leads evidence-based policy and programs to improve health outcomes and reduce health inequities across our communities. 

Backing breakthrough bowel cancer research 

Behind the playful puns is cutting-edge medical research. 

Funds raised through The Bowel Movement will support groundbreaking bowel cancer research in Southern Adelaide and beyond.  

Currently, researchers across the Flinders Medical Precinct are working hard to trial new, more user-friendly bowel cancer screening tests that could significantly improve participation rates—because early detection saves lives.  

Why this campaign matters 

While bowel cancer is often perceived as a disease affecting older Australians, cases among younger people are rising. This highlights the urgent need for better awareness and innovation in screening. 

Flinders Foundation Executive Director Ross Verschoor says stories like Cale’s reinforce why The Bowel Movement is focused on action, not just awareness. 

“Bowel cancer doesn’t discriminate,” Ross says. “If humour helps people talk about their bowel health — and leads to advancements in care, prevention and earlier detection— we can save lives.” 

“Our role at Flinders Foundation is to back exceptional researchers and clinicians to change outcomes for people affected by bowel cancer.” 

Preventive Health SA Chief Executive Marina Bowshall said the campaign strongly aligns with the agency’s mission to support the long-term health and wellbeing of South Australians.  

“Preventive Health SA is committed to taking action by engaging with the community and using evidence-based campaigns and resources to support healthier choices,” Ms Bowshall said. 

“This campaign aligns with our focus on prevention, particularly reducing the rate and impact of preventable cancers across the state, as well as addressing risk factors such as tobacco, vaping, alcohol and obesity, to supporting mental health and wellbeing. By acting on these preventable cancer risks and increasing early detection and treatment, we can improve health outcomes for all South Australians.” 

Turning toilet paper into progress 

As part of the campaign, Flinders Foundation has partnered with Who Gives A Crap and Drakes Supermarkets to bring The Bowel Movement into everyday shopping moments. 

Through this limited-time activation, shoppers can support bowel cancer research simply by choosing Who Gives A Crap toilet paper at Drakes stores across South Australia or online - helping fund life-saving research as part of their regular restock. 

Join The Bowel Movement

The campaign launches this week with playful activations, media partnerships and social content designed to normalise conversations about bowel health and encourage Australians to get screened.

“Silence is costing lives,” Ross says. “If a cheeky campaign encourages even one person to do a test — or inspires support for the research behind it — then it’s doing its job.”

For more information or to join The Bowel Movement, visit thebowelmovement.au