Cannes Lions

COLON CANCER AWARENESS

FCB CHICAGO, Chicago / MEREDITH'S MIRACLES COLON CANCER FOUNDATION / 2015

Awards:

2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Colon cancer is the second leading cause of cancer-related deaths in the United States. Getting screened is critical, because when it is detected early, it is also one of the most treatable forms of cancer. The problem is it’s a taboo subject that most people are uncomfortable talking about.

Our goal was to get people talking about the topic and create some buzz to raise awareness about the importance of getting screened. We chose to take a humorous approach. We thought it was great way to break the ice and start conversations around this very serious topic. We made the conversation unavoidable with a head-turning campaign. Wild postings were placed on the backs of bus seats, bar stools and other highly visible public locations.

During the time of the media placements, Meredith’s Miracles web traffic increased by 1795%. The press took notice as well and helped spread the message of the importance of getting a colon cancer screening as far as France and the UK.

Execution

The creative execution hinged on unconventional media placements – public seats. Each piece of head-turning and unavoidable creative gave the illusion you were seeing an uncomfortable amount of someone’s backside. Now that we had their attention, we drove home the message that while not everyone needs to see their butt, their doctor definitely does. The seats were specifically chosen for their ability to reach a diverse demographic such as the backs of seats on city buses, in bars and other highly visible public locations.

Outcome

During the time of the media placements, Meredith’s Miracles web traffic increased by 1795% proving that people took action to educate themselves. The press took notice and helped spread the message of the importance of colon cancer screening as far as France and the UK.

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2016, MEREDITH'S MIRACLES COLON CANCER FOUNDATION

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