The Colorectal Cancer Association of Canada (CCAC) will do almost anything to spread the message that colorectal cancer (CRC) is Preventable, Treatable and Beatable. The nation's leader in provocative cancer advertising is once again proving it with a 17-city transit campaign in celebration of Colorectal Cancer Awareness Month.
Entitled GetYourButtSeen, the initiative includes hundreds of city buses adorned with the campaign's iconic butts, as well as videos (http://bit.ly/eAdD8o), radio advertisements and an interactive website (getyourbuttseen.ca).
"No butt about it, the GetYourButtSeen advertisements will get your attention," says Barry Stein, president of the CCAC. "We test drove the campaign in 11 of Canada's largest cities with an overwhelmingly positive reception in 2010 - and even those who were opposed to the campaign received the potentially lifesaving message they otherwise may have ignored. The controversy actually assisted the CCAC in getting the conversation started."
Stein knows what he is talking about. A patient diagnosed with CRC and metastases to both his liver and lungs in 1995, he now has no evidence of the disease. "Our goal is to prevent as many people as possible from having to go through what I went through - or worse - and if this campaign will do it, it's worth it. Can you imagine how many lives could be saved if more people between the ages of 50 and 74 were getting screened?" added Stein.
The GetYourButtSeen campaign is just one of the many unique public awareness initiatives in the CCAC's arsenal.
Ever on the cutting edge of outreach, the CCAC's use of social media to enrich Awareness Month activities invites internet mavens and novice users alike to join in on the conversation. Tune into the CCAC's Challenge of the Day starting March 1st (at colorectal-cancer.ca/blog or on Twitter, @coloncanada) for the chance to win prizes for spreading the word.
The family-friendly Giant Colon Tour has been weaving its way from Moncton to Inuvik, delighting and informing hundreds of thousands of Canadians since it began its cross-country journey in 2009. The sensational multimedia exhibit invites visitors to journey through a 40-foot long representation of the human colon, all while being guided by the Association's lovable puppet mascot, "Dr. Preventino".
Other initiatives include a Public Service Announcement Contest, where entrants of all ages and backgrounds can compete to win up to $4,500 for the best television, radio or print advertisements. Interested contestants may enter as many times as they wish at the contest's dedicated site (www.ccacpsa.com).
Keywords: Advertise, Advertising, Colon Cancer, Colon Carcinoma, Colorectal, Gastroenterology, Oncology, Television.
This article was prepared by Marketing Weekly News editors from staff and other reports. Copyright 2011, Marketing Weekly News via VerticalNews.com.
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