Fujifilm Europe is actively promoting education about bowel health and has installed a 20-metre long bowel model from the Felix Burda Foundation at its European headquarters in Ratingen, on 2 and 3 April. The initiative aims to educate visitors from its own company and from surrounding companies about colorectal cancer and other bowel diseases in an interactive way.
Colorectal cancer is one of the most common cancers worldwide and timely testing and screening can save lives. A study published by BMJ Journals showed an increase in colorectal cancer incidence in adults aged 20–49 years in Europe. The largest increase in colorectal cancer incidence occurred among people aged 20–39 years, with incidence of colon cancer increasing by 6.4%-9.3% annually.
According to the Felix Burda Foundation (published February 2025):
- Bowel cancer mostly originates from polyps – (visible) changes in the intestinal mucosa. If these precursors are detected and removed in time, or if the cancer is detected in its early stages, bowel cancer can usually be 100 per cent prevented or cured.
- In Germany, up to 611,000 insured persons now undergo a preventive colonoscopy and around 1.5 million take a stool test at home every year.
- In Germany, since the introduction of statutory colonoscopy screening in 2002, around 350,000 new cases and 175,000 deaths from bowel cancer have been prevented as a result.
At Fujifilm Europe HQ, the 20-metre bowel model has been installed to help people – young and old – understand the importance of early colorectal cancer detection and to reduce inhibitions and create conversations when it comes to the topic of bowel health. Visitors will have the opportunity to walk through the bowel model, ask questions and learn about the important role of preventive medical checkups and early detection.
This activation – just one part of Fujifilm stepping up its efforts to tackle cancer through a new global partnership with the Union for International Cancer Control (UICC) – will be supported by on-site discussion partners, including experts from Fujifilm and demonstrations of its endoscopy and colonoscopy technologies. As a manufacturer of imaging technologies and state-of-the-art AI-powered diagnostic tools that empower clinicians to detect colorectal cancer earlier, Fujifilm is at the forefront of tackling the disease.
“We are immensely proud to install the colon model of the Felix Burda Foundation, which is connected to our partnership with the wider cancer community and our shared mission to combat colorectal cancer.” says Yoshiki Kimura, President and Managing Director of Fujifilm Europe. “As a Healthcare market leader, Fujifilm is dedicated to advancing early detection and intervention through our innovative endoscopy and colonoscopy solutions. This initiative not only underscores the significance of early diagnosis but also exemplifies our commitment to enhancing public health and fostering conversations that lead to life-saving actions. By hosting this unique Colon Model activation that drives conversation and intrigue, we aim to inspire action in the fight against colorectal cancer – particularly in younger age groups – ultimately improving patient outcomes and creating lasting social value.”
In addition, Fujifilm is taking part in Girls’Day for the third year in a row – taking place on 3 April – an annual initiative that gives female students the chance to explore various professions that are traditionally dominated by men. Fujifilm’s Girls’Day offering taking place at Fujifilm Europe HQ, ‘Experience the world of medical technology at Fujifilm’, covers the areas of mobile X-ray systems, mammography, endoscopy and 3D-surgery reconstruction and allows the students to get hands on with cutting-edge innovation. The 16 girls from schools across the local Ratingen and Duesseldorf community will also experience the bowel model and learn important facts about bowel cancer and prevention.
“Girls'Day is an impressive example of the potential of cliché-free career orientation,” says Tabea Schroer, Girls'Day Project Manager. “The female students really appreciate getting to know professions in a practical way on this day – a wish that companies and institutions should fulfil in order to reach the skilled workers of tomorrow. Many companies report that former Girls' Day participants later return for an internship or even an apprenticeship. Such experiences create real prospects for the future and help to ensure a long-term supply of skilled workers.”
About Felix Burda Stiftung
The Felix Burda Foundation (Felix Burda Stiftung), based in Munich, was founded in 2001 by Dr Christa Maar (†) and publisher Prof. Dr Hubert Burda and is named after their son, who died of bowel cancer. The foundation's well-known projects include the nationwide Bowel Cancer Month in March and the Felix Burda Award, which honours outstanding commitment to bowel cancer prevention. With its political work, the Felix Burda Foundation has already achieved numerous improvements in bowel cancer prevention in the German healthcare system.
The foundation generates a strong awareness for the prevention of bowel cancer throughout Germany with annual, concerted and award-winning advertising and PR campaigns. It also brings prevention to people with smart event tools and gadgets: the largest walk-in bowel model in Europe fascinates its visitors over a length of 20 metres, both live and as a virtual reality bowel. The APPzumARZT health app manages all statutory prevention services for the whole family, and over 150,000 users a year test their personal risk online with the quick bowel cancer check. The Felix Burda Foundation is a member of the German government's National Cancer Plan and the National Decade Against Cancer of the Federal Ministry of Education and Research. www.felix-burda-stiftung.de
About Girls’Day
On Girls'Day, female pupils are given insights into occupations in which women have been underrepresented to date. For the companies and institutions, the action day is an opportunity to promote young talent in a practical way and to get them interested in their own subject area. The action day provides an important impulse against common gender stereotypes and ensures that young people broaden their spectrum of career and study choices.
Girls‘ Day is sponsored by the Federal Ministry for Family Affairs, Senior Citizens, Women and Youth (BMFSFJ) (Bundesministerium für Familie, Senioren, Frauen und Jugend (BMFSFJ)) and the Federal Ministry of Education and Research (BMBF) (Bundesministerium für Bildung und Forschung (BMBF)). More than 2.5 million places have been made available to girls as part of Girls’ Day since 2001.
Contact information
Annika Schulz
Corporate Communications Manager Germany
FUJIFILM Europe GmbH
annika.schulz@fujifilm.com