The campaign aims to raise awareness among the general public about the symptoms of the disease and increase the number of people who go for screenings.

Comedian Bill Bailey is supporting the campaign, providing the charity with a quote, signed T-shirt and a photo.

But the charity wanted to make sure that its campaign reached the BME audience, which historically has a lower uptake of bowel screening. It asked these communities to help develop the campaign's message, style and design.

Director of comms Ian Beaumont said the community feedback suggested messages should be simple and easy to understand and that they could be shocking but needed to also be positive.

Campaign images should not ostracise people by age or colour, the use of cartoon style figures could inject some light-heartedness into a serious message and images of toilets and bottoms should be avoided, because these are unappealing to many cultures.