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Colorectal Cancer Association of Canada begins Get Your Butt Seen campaign

The Colorectal Cancer Association of Canada has begun a new marketing campaign intended to raise awareness of the importance of colorectal cancer screening. The campaign, developed by Ogilvy of Montreal, consists of transit advertising, digital display boards and a television commercial. The commercial depicts an office worker producing images of their buttocks with a photocopier. The creative directs viewers to a website at <http://www.getyourbuttseen.ca>. Visitors to the website are invited to upload images of their buttocks and send them to friends or post them to Facebook. Visitors can also select from a variety of pre-generated buttock images. Visitors will be encouraged to switch their Facebook profile picture to an image of their buttocks on March 31 to raise awareness of colorectal cancer. "We wanted to create an edgy campaign that would encourage individuals to start a conversation about colon cancer," said association president Barry Stein. "It is so important to get people to overcome their reluctance to talk about the disease, because we know that once people start to talk about it, they will eventually act on their knowledge and get screened. We had to create something that would be a little controversial and provocative to initiate the conversation, and Ogilvy Montreal was the perfect partner in helping us realize our goal."

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