The Gut Foundation, a not-for-profit organisation dedicated to improving the digestive health of Australians, has launched a new campaign titled 'Gutcheck'.

The campaign, developed by The Brand Agency, aims to raise awareness about gut health and encourage Australians to discuss their digestive health issues. It's already garnered attention online and caused traffic due to its digital billboards. The Pacific Highway in NSW has labelled the billboards a 'hazard' due to drivers slowing down to take photos. This attention comes in the wake of the government's decision to lower the age of eligibility for the National Bowel Cancer Screening Program to 45.

The Gut Foundation's recent research reveals a lack of awareness and communication about gut health issues among Australians. The organisation works with researchers and health professionals across Australia to build awareness, improve screening for digestive diseases, and encourage scientific research related to digestive diseases.

Professor Emad El-Omar, President of the Gut Foundation, emphasised the importance of gut health, stating, "Gut health is fundamental to our overall well-being, yet too many Australians are unaware of the vital role it plays".

The campaign uses a touch of provocative humour to break down the stigma associated with discussing gut health. Roy Wakelin-King, AM, CEO at The Gut Foundation, believes that this approach can be effective in starting a conversation. He said, "A little bit of provocative humour can go a long way to breaking down the stigma and starting a conversation".

The 'Gutcheck' campaign comes at a crucial time when the government has lowered the age of eligibility for bowel cancer screening, highlighting the importance of early detection and prevention.