New campaign launches to shatter New Zealand's deadly taboo around gut health

New Zealanders are dying because we find our digestive systems too awkward to discuss. New research commissioned by The Gut Foundation has revealed that just 17% of Kiwis feel confident explaining why gut health matters, while 36% feel not confident at all — a lethal “confidence gap” in our national health. 

In response, The Gut Foundation is launching Gut Check — a provocative nationwide campaign designed to make gut health impossible to ignore. Running throughout May (‘Good Gut Month’), the campaign uses bold, cheeky humour to spark a public conversation.

“The gut isn’t just a ‘bathroom issue’ — it’s our physical and mental command centre,” says Alice Fitzgerald, CEO of The Gut Foundation. “It is our primary defence against chronic disease and a ‘second brain’ that influences our sleep, mood, and mental clarity. Our research shows too many New Zealanders are unaware of these links. No matter your age, your gut health is the foundation of your wellbeing.

Research shows many Kiwis feel uncomfortable talking about their gut — even to doctors. 

Only 30% of Kiwis are comfortable raising gut health with friends or colleagues, and only 54% can talk about it even with family or a partner. Comfort is highest when speaking with doctors, but even here 29% don’t feel fully comfortable. That’s over 1.12 million adult Kiwis who can’t talk to their GP about digestive issues. Gut health also ranks last among major public health issues for confidence — behind heart health, mental health, smoking, and even bowel cancer.

The staggering cost of silence and lack of knowledge

Our national reluctance to talk about the gut is making a major health crisis worse: 

• Every day, 9 New Zealanders are diagnosed with bowel cancer and 3 die — as many deaths as breast and prostate cancers combined. Caught early enough, bowel cancer is 90% treatable. But embarrassment stops people acting in time.
• And it’s getting worse. NZ has one of the worst bowel cancer rates in the world, and the fastest-rising rate of bowel cancer in those under 50.
• It’s not just cancer. A healthy gut is a critical powerhouse for the entire body — yet most New Zealanders are unaware of its role in defending against type 2 diabetes, obesity, and autoimmune conditions.

“Boldness is the only way forward” 

“The research proves that traditional, clinical messaging isn’t working,” says Fitzgerald. “The campaign’s core purpose is to normalise ‘gut talk’ — with friends, whānau, and health professionals — so people recognise symptoms earlier and seek care sooner. “We’ve chosen to be bold because we must make this campaign a conversation starter. A provocative pun can break the ice, and that one moment of laughter might be the catalyst for someone to finally overcome the awkwardness and book a life-saving check-up.

The Gut Check campaign supported by Purex, will appear on billboards nationwide throughout May. During Good Gut Month, the Foundation is encouraging every New Zealander to visit gutcheck.co.nz to find health resources and learn how to talk sh*t to save lives. Look out for the below sticker on Purex packs throughout May.