Marketing issues and campaigning have during the last year become more central in the work of the Icelandic Cancer Society. The ICS is funded by the government but also heavily depended on donation from people supporting the fight against cancer. There are no special rules or limitations for the Cancer Society in Iceland, as to raise awareness using commercials.

Every year in March there is a cancer awareness program in Iceland aimed at men called "Mottumars", similar to the "Movember" month. This year a stellar cast of Icelandic actors danced their asses off to promote colon cancer awareness. The message is clear, get checked regularly and literally save your ass.

Among the actors participating are Ingvar E. Sigurðsson (K-19: The Widowmaker, Everest), Ólafur Darri Ólafsson (True Detective, Banshee, The Secret Life of Walter Mitty, Contraband), Gísli Örn Garðarsson (Prince of Persia: The Sands of Time), Benedikt Erlingsson (Of Horses and Men), Þorsteinn Bachmann (The Deep, Life in a Fishbowl), Helgi Björnsson (Reykjavík Whale Watching Massacre) and many more.

The song "Hossa Hossa" used in the video is a hit song in Iceland by the band Amabadama, the title translates to "Bounce Bounce". Everybody involved in the project volunteered their work.