BC CANCER FOUNDATION AIMS TO FLIP THE SWITCH
By Adnews Staff
The BC Cancer Foundation begins a new cancer awareness campaign this month. The campaign was created by Vancouver-based Wasserman & Partners which is working for the organization on a pro-bono basis. The campaign targets the general public of BC with a concentrated effort on the lower mainland. It includes transit, print, online and television advertising. The print creative depicts close-ups of body parts with switches attached to them. In one ad a breast has a switch in place of the nipple. In another, a person's throat has a light switch on it. Beside each switch is the copy "Cancer. Help Us Turn It Off." Additional ads depict inventions such as corn flakes that don't go soggy in milk and a 9-iron that replaces its own divots. These are accompanied by copy reading "Let's find the cure for cancer first." The campaign will run in two waves, the first beginning next week and the second occuring in February 2002.