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#1 Campaign
All Sectors · May 2026
Be Body Aware packaging messages
Tuesday 12th May, 2026
Morrisons partnered with the NHS to add cancer-awareness lines like “Be Body Aware” and “Know the signs of cancer” to the packaging of nine own-label bath and shower products, using everyday routines to prompt customers to check for early signs and contact their GP if concerned.
Why it worked: It fused a daily, high-frequency behavior (showering) with an NHS-endorsed call-to-action on-pack, turning routine packaging into timely public-health utility.
The lesson: Consider hijacking a universal habit with a credible partner’s micro-prompt on a high-reach touchpoint to trigger one small diagnostic action.
Morrisons
6 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| grocerygazette.co.uk | Morrisons partners with NHS to put cancer warning signs on products - Grocery Gazette - Latest Grocery Industry News | Wednesday 13th May, 2026 |
| indiatimes.com | NHS prints cancer advice on shower gels | Friday 15th May, 2026 |
| chroniclelive.co.uk | Morrisons adds cancer health messaging to bath products in NHS collaboration | Chronicle Live | Sunday 17th May, 2026 |
| mirror.co.uk | Morrisons adds NHS health warning to 3 popular products - The Mirror | Monday 18th May, 2026 |
| walesonline.co.uk | Morrisons adds NHS cancer awareness warnings to popular products | Wales Online | Monday 18th May, 2026 |
| liverpoolecho.co.uk | Morrisons to introduce UK first to 'every supermarket' - Liverpool Echo | Wednesday 20th May, 2026 |