CANCER FOUNDATION GETS CHEEKY IN NEW CAMPAIGN
By Adnews Staff
A new series of public service announcements called "Don't Die from Embarrassment" are part of a new public awareness campaign from the Colorectal Cancer Screening Initiative Foundation in Toronto. The awareness initiative includes a print component created by Ogilvy & Mather of Toronto on a pro bono basis and a radio component that supports the print advertising message. The series of PSAs are designed to inform Canadians about the disease and encourage them to talk with their doctor about it, said Mariellen Black, chairwoman of the foundation. One execution shows a buttocks and reads "There's more than one thing that's silent but deadly." Another includes a coupon that reads, "Let's talk about my butt," and is intended for people who want to talk with their doctor but are too embarrassed to do so. The six print ads are being supported with six radio spots featuring former Toronto Maple Leaf Darryl Sittler and his wife, Wendy, who was diagnosed with colon cancer two years ago. Black, who was also diagnosed with colon cancer last year, said the campaign is targeting both men and women in the 40-60 year age group.