A new outdoor advertising campaign has been launched at Westfield London to promote bowel cancer awareness.
Using a large digital display screen at the entrance to the South West London shopping centre, the campaign has been designed to specifically target those at risk from the disease.
The Make Bobby Proud campaign by Ocean Outdoor was booked through out-of-home agency Talon Outdoor and will help raise awareness of bowel cancer and the Bobby Moore Fund.
Using the latest ‘Look Out’ camera technology, Ocean Outdoor has enabled the campaign to identify male passersby using the latest digital face recognition technology.
The technology monitors the gender of people passing in front of the digital advertising billboard and when the majority of the audience is male, the Make Bobby Proud advert plays out in real time.
The late England footballer’s widow, Stephanie Parlane-Moore, who helped set up the charity with Cancer Research UK, said: “Bowel cancer cases in men have risen 35 per cent in the last 30 years, compared to only 6 per cent in women.
“Scientifically we don’t yet know why, but we do know that nine out of 10 cases of bowel cancer can be treated successfully with early diagnosis. So targeting men who think they have high risk symptoms to visit their doctors early is critical to saving lives.
“So this ad technology is supporting science and I’m delighted that Ocean is helping us to use it to help fight bowel cancer, which remains the second highest killing cancer in the UK.”
Tim Bleakley, CEO, Ocean Outdoor, said: “Bowel cancer affects the lives of millions of people, either directly or indirectly. Our latest technology can help to raise awareness for those who are at risk but are the most likely to ignore the early signs of the disease – men.”
England’s greatest defender, Bobby Moore, died of bowel cancer 20 years ago, aged 51.