PharmaTimes Communications Awards 2025
Charity Communications Team
of the Year — Winner
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Bowel Research UK needed to move beyond “bowel disease” charity status and become the trusted voice on the gut microbiome amid widespread hype and misinformation.
The Challenge
• Counter pseudo-science without alienating corporate partners
• Reduce stigma around bowel disease
• Raise awareness of the microbiome’s role in whole-person health
• Grow donors in a tough fundraising climateThe Strategic Tension
The microbiome is everywhere — trust is not.
Consumers face probiotic claims, influencer advice and wellness marketing, while real science remains complex and misunderstood.
Bowel Research UK had credibility — but lacked cultural ownership.
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The campaign centred around a simple but powerful idea:
Good Health Takes Guts.
I developed a concept that made the invisible visible reframing the microbiome as something tangible, culturally relevant, and empowering.
By translating complex science into bold, myth-busting storytelling, the campaign turned a traditionally uncomfortable topic into something accessible, engaging, and easier to talk about.
The approach positioned Bowel Research UK as a clear, authoritative voice bridging the gap between scientific knowledge and everyday understanding.
Result
🏆 Winner — PharmaTimes Communications Awards 2025
Recognised for originality, clarity of storytelling, and measurable results.
“Good Health Takes Guts” works on two levels.
It directly references gut health, reinforcing the scientific focus of the campaign, while also tapping into the idea of courage suggesting that taking control of your health requires awareness, action, and change.
This dual meaning creates a memorable, human hook that transforms a complex topic into something relatable and emotionally resonant.
The concept brings the invisible to life reframing the microbiome as something tangible, culturally relevant, and empowering.
By translating complex science into bold, myth-busting storytelling, the campaign turns a traditionally uncomfortable subject into something accessible, engaging, and easier to talk about.
In doing so, it positions Bowel Research UK as a clear, authoritative voice bridging the gap between scientific knowledge and everyday understanding.
Gut health is complex but understanding it shouldn’t be.
This concept transforms the microbiome into an interactive system, where users can experiment, explore and see the impact of their choices in real time.
Body Lab Simulator bridges the gap between science and behaviour using play to drive understanding, and interaction to create lasting engagement.
A simple, intuitive system designed to turn complex science into something users can see, test, and understand.
How it works
Drag and drop food types into the system
Real-time visual response of the gut microbiome
Track energy, nutrients, and toxins
Learn through cause-and-effect gameplay
To bring gut health education into the real world, this concept extends the experience into a large-scale public installation.
The Floating Body Lab transforms the Thames into an immersive learning environment — turning a familiar London setting into a platform for discovery, interaction, and engagement.
By combining striking visual impact with interactive content, the installation captures attention at scale while inviting audiences to explore how their everyday choices affect their health.
How it works
A large-scale floating installation travels along the Thames
Live visualisations of the microbiome displayed on digital screens
Interactive touchpoints allow audiences to explore gut health in real time
Seamless integration with mobile to extend the experience beyond the moment