The Marie Keating Foundation is marking Bowel Cancer Awareness Month this April with the launch of a new national campaign, ‘The Ad That’s Easily Missed’, designed to highlight how easily the signs and symptoms of bowel cancer can go unnoticed.

At the centre of the campaign is a simple but powerful visual: symptoms subtly embossed onto a sheet of toilet tissue. At first glance, the sheet appears blank. Only on closer inspection do the symptoms become visible – reflecting the reality that bowel cancer symptoms are often present but frequently overlooked or dismissed as something minor.

Supported by Bristol Myers Squibb and Takeda, the campaign will roll out nationwide across digital, out-of-home adverts, public transport and selected venue placements, including bathrooms in participating locations.

Bowel cancer, also known as colorectal cancer, is the second most common cause of cancer death in Ireland, with approximately 2,500 people diagnosed each year. While it is more common in older adults, there is growing concern about rising incidence among younger people.

Many of the symptoms, such as changes in bowel habits, fatigue or abdominal discomfort, can easily be attributed to everyday factors like stress, diet or conditions such as irritable bowel syndrome. This can lead to delays in seeking medical advice and, ultimately, later-stage diagnoses when treatment options are more limited.

Early detection remains critical. When bowel cancer is diagnosed at Stage I, 5 year survival rates are as high as 97%, compared to just 14% at Stage IV.

Recent reporting highlights growing pressure on diagnostic services, with longer waits for urgent colonoscopies. HSE guidelines state these should be carried out within 28 days, yet almost twice as many patients waited over four weeks in 2025 compared to 2024. A total of 6,660 patients breached this timeframe – an 83.8% increase from 3,623 the previous year, according to the HSE’s December Management Data and National Performance Reports.

These delays underline the importance of early presentation, alongside the need for increased investment in diagnostic capacity.

While bowel cancer has traditionally been associated with older age groups, current data shows that one in five diagnoses in Ireland occurs in people under 60, while one in ten occurs in people under 50. Incidence among those under 50 has almost doubled over the past 25 years. Despite this, the national screening programme, BowelScreen, currently begins at age 57, leaving a significant proportion of those at risk outside the eligibility range.

The Marie Keating Foundation is calling for a reduction in the starting age for bowel cancer screening to 50, in line with European recommendations, alongside increased investment in diagnostic services such as endoscopy and colonoscopy and continued national awareness of symptoms and the importance of early action.

Liz Yeates, CEO of the Marie Keating Foundation, said: “We are seeing a concerning trend of bowel cancer being diagnosed in younger adults. Too many people are still being diagnosed at a late stage, when treatment options are more limited and outcomes are poorer. Early detection saves lives – it really is that simple. We need to ensure screening is fit for purpose, that diagnostic services are adequately resourced, and that people know the signs and symptoms and feel empowered to act. Every delay carries risk and that is something we cannot ignore.”

Helen Forristal, Director of Nursing Services with the Marie Keating Foundation, said: “Through our services, we are seeing more and more younger people being diagnosed with advanced bowel cancer. Many of the symptoms can seem subtle or easy to dismiss, which is why awareness is so important. If something doesn’t feel right or persists, it’s important to get it checked. Early action can make a significant difference.”

Dr Fiona Macken, a Dublin-based GP, added: “As GPs, we are working in a system with guidelines. These guidelines are based on the research that was available at that time. It’s now becoming more obvious that these tumours are appearing in the younger cohort and so guidelines need to be reviewed. GPs themselves need to be aware that bowel cancer is no longer a disease of the over 50s. It is seen in patients even as young as 20s. For GPs, my advice is to ask yourself, “Could this be bowel cancer?’. From the patient perspective, GPs are humans working as detectives. They are putting a case together based on your symptoms, signs and the latest guidelines and research in their possession. Don’t be afraid to tell your doctor if you think they have missed the biggest clue. If you feel that there’s something wrong, stress that you would really prefer to be referred to a specialist. There is nothing unreasonable about asking this question to your GP, ‘Could this be bowel cancer?'”.

The Foundation alongside patient advocacy group Bowel Cancer Ireland is also urging the public to support its petition HERE calling for the expansion of BowelScreen to include younger age groups.

The public is encouraged to be aware of the key signs and symptoms of bowel cancer, including changes in bowel habits lasting more than six weeks, blood in the stool, persistent abdominal pain or bloating, unexplained weight loss, ongoing fatigue, and iron deficiency anaemia.

People experiencing symptoms are urged to visit their GP without delay. Those eligible are also encouraged to take part in BowelScreen, Ireland’s national bowel cancer screening programme, which offers free home testing every two years.

Cork father of two Brendan Looney (61) was diagnosed with Bowel Cancer in September 2025. His story highlights the importance of early detection and how screening saves lives.
“Hearing a radio ad led me to take the free BowelScreen test – I had no symptoms and felt completely well and expected nothing, but it uncovered cancer I never would have known about. That simple, free test set everything in motion and ultimately saved my life – if you’re eligible, please don’t put it off.”

This Bowel Cancer Awareness Month, the message is clear: don’t miss the signs, don’t ignore the symptoms, and act early.

ENDS