Www.yourpoop.nl is the heart of the campaign. It offers information on early signs of colon cancer and offers a simple poop checking tool. A campaign film is embedded in the website and aired on TV. Furthermore radio spots, outdoor advertising, print and online banners are driving traffic to the site. In addition, PR activities aimed at national, local and specialist media increased public awareness and a seeding strategy was carried out. After identifying various viral hot spots in health, marketing & communication, 50+ and general interest news sites we identified and targeted the key influencers and the influencers.

The campaign reached of over 1.000.000 people, 50.000+ visits on the website, 125.000+ YouTube views, it has been highlighted on 74 (specialist) blogs, in 4 minute item in a prime time TV program on national TV and our online PR activities have resulted in a media value of 80.000 Euro. The campaign reached 72% of the target audience so our goal of reaching 45% was crushed.

Colon cancer is the second deadliest cancer in the Netherlands. Checking your poop is one of the best ways to self-diagnose the disease early. When the Dutch Digestive Foundation approached us to create a public awareness campaign, we realized that people don’t like to talk about their poop. So we let poop do the talking instead, because this message about colon cancer is too important to ignore.

Your poop wants to tell you something. Check it frequently, especially if you’re 50 or over. Check out yourpoop.nl for all the details.

Dutch Digestive Foundation. Flush Colon Cancer.