The impact of Cottonsoft’s consumer campaign in support of Bowel Cancer New Zealand (BCNZ) was felt immediately by the national charity. Its website traffic doubled in the first week of the campaign, as advertising to promote 20,000 specially marked CottonSofts packs hit the nation’s TV screens. Donations to the cause via BCNZ’s site have increased by 200% since the campaign kicked off in the second week of May.
Meanwhile, many New World stores have sung the praises of the campaign to Cottonsoft’s sales representatives since the 24-packs were distributed to North and South Island stores. One dollar from each pack was donated to BCNZ. An Ashburton representative reports that the strength of the response to the cause among consumers was such that the packs sold out in two days at Ashburton New World, and at Carterton New World in five days. Across the country, 75% of packs were sold within a week.
Cottonsoft fully supports BCNZ’s work to conquer bowel cancer, and the $20,000 donation to BCNZ following the sales of the specially marked packs was used to support BCNZ’s activity throughout Bowel Cancer Awareness Month in June.
Since 2013 Cottonsoft has been the primary sponsor of BCNZ to help raise awareness about the disease, which kills 1,200 Kiwis each year, about four times the annual road toll. Nearly 3,000 New Zealanders will be newly diagnosed this year, making it the most common cancer among both Kiwi men and women. Although 75% of cases are curable if symptoms are recognized and diagnosed early, New Zealand’s survival rate is much lower.
The CottonSofts 24-packs featured a list of bowel cancer symptoms, which can include bleeding from the bottom, changed bowel habits and abdominal pain.
People who want to show they ‘give a crap’ and lend their support to the cause can make a donation directly to BCNZ through its site, beatbowelcancer.org.nz, which contains a wealth of information about symptoms, treatment, prevention and more.
The latest campaign follows Cottonsoft’s successful Christmas 2013 ‘I Give a Crap’ viral campaign, which brought together New Zealand celebrities and advocates to spread the word and reduce the stigma associated with bowel cancer (www.cottonsoft.co.nz).