A 45ft-high picture of someone sitting on the toilet greeted workers on a North-East industrial estate yesterday.

The image is on the side of a trailer that is touring the UK raising awareness of colon or bowel cancer, which kills more than 16,000 Britons each year.

The accompanying slogan "Don't Blush - Look Before You Flush" aims to overcome embarrassment and help to pick up early symptoms of bowel cancer such as blood or mucus in stools.

Early diagnosis greatly improves the chances of successful treatment. Two specialist nurses answered questions from workers during the promotion.

The trailer's visit to the Aycliffe Industrial Estate in County Durham, is partly due to Susan Lee, health improvement facilitator at Sedgefield Primary Care Trust. After sounding out local employer 3M about hosting the visit, Ms Lee invited Colon Cancer Concern (CCC) to the region.

Ms Lee said: "By siting the trailer at 3M, it allows employees from the Aycliffe Industrial Estate to have access. The exhibition will encourage employees to visit the bus and learn more about colon cancer."

Pat Hardy, occupational health advisor at 3M in Newton Aycliffe, said: "We want our staff to look after their health so it's important for us to raise awareness of this disease, which claims so many lives unnecessarily."

The CCC helpline is on 08708 50 60 50.