Deborah James inspires big changes to toilet paper packaging that will affect everyone

LADY Deborah James has inspired a major change in toilet paper packaging as she continues to leave a legacy in her final days.

Writer The Sun, who has terminal colon cancer, is calling for packaging to list symptoms of the disease.

Dame Debs told Andrex it was her "bored of puppies" rolls on his toilet


Dame Debs told Andrex she was “bored with puppies” on his loo rollPhoto credit: erotem
Andrex Classic Clean has a QR code that guides you to the colon cancer symptoms


Andrex Classic Clean has a QR code that guides you to the colon cancer symptoms

Andrex has committed to raising awareness of symptoms from its products after Marks & Spencer starting in July.

M&S started the idea when one of its employees, Cara Hoofe, came up with the idea after being diagnosed with stage 4 colon cancer in 2016 at the age of 32.

She was inspired to pitch the idea to Dame Debs after seeing all the work she has done to raise awareness.

Deb said she would follow every supermarket on a mission to redesign their own brand of bog rolls.

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And she said she was “bored with puppies” on the loo roll – the key feature of Andrex’s marketing.

As a result, starting in September, 29 million packs of one of the UK’s best-selling toilet paper rolls, Andrex Classic Clean, will initially have a QR code.

After scanning on their phone, consumers will be directed to Bowel Cancer UK’s symptom information.

The symptoms are:

  • Bleeding from the buttocks and/or blood in the stool
  • A persistent and unexplained change in bowel habits
  • Unexplained weight loss
  • Extreme tiredness for no apparent reason
  • pain or lumps in the abdomen

The goal is to update all packaging across the entire Andrex toilet roll range within the next year, over 90 million packs reaching one in three homes.

Dan Howell, VP & Managing Director UK&I at Kimberly-Clark, owner of Andrex, said: “We are incredibly honored to partner with Bowel Cancer UK and help raise awareness of the disease through our Andrex brand.

“Our announcement today is just the beginning of our work with the charity and we are committed to making this a lasting partnership.”

Bowel Cancer UK CEO Genevieve Edwards said the charity was “thrilled” with the move, which will “undoubtedly save lives”.

“[Bowel cancer is] the fourth most common form of cancer in the UK, with someone diagnosed with the disease every 15 minutes in the UK.

“Colorectal cancer is treatable and curable, especially when diagnosed early, but 60 percent of people are diagnosed at later stages when treatment is much more difficult.”

The charity’s #GetOnARoll campaign is urging all supermarkets to follow suit.

Deb’s has made it her mission to get people to check their bowel movements since she was told she had colon cancer in 2016 at the age of 35.

The now 40-year-old activist was told her illness was beyond treatment and is receiving palliative care at her parents’ home.

She started the Bowelbabe Fund the day she announced she didn’t have much time and asked her followers to “buy me a drink to see me out of this world by donating.”

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Debs, a mother-of-two, told Lorraine in June: “We need up-to-date information that’s posted on these loo rolls, so I’m hoping a lot of other big brands will now be like, ‘Yeah wait a minute, that’s a lot Sense. That’s what we have to do’.

“It is the beginning of things to come. I think we should give other companies a big shout out now and say come on, where are your signs and symptoms.”

donation to the Bowelbabe Fund by clicking here. Deborah James inspires big changes to toilet paper packaging that will affect everyone

Sarah Y. Kim

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