Cottonelle: BLKHLTH #GoodDownThere

Cottonelle, a maker of toilet paper and flushable wipes, encouraged Black Americans to take screening tests for colorectal cancer in the USA.

Situation Analysis

Cottonelle®, maker of toilet paper and flushable wipes, encourages consumers to care for their whole selves - including both the skin you see and the skin you don't. The brand is an expert in "down there care," but recognizes those discussing health - including our health down there - can often be uncomfortable and has taken a leadership role in expanding the conversation. Our goal was to give Cottonelle® a leadership role in this complex issue; not only leading the discussion in a brand-relevant manner but, taking the kind of direct action that can change - and even...

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