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Colorectal Cancer Canada begins Valentine's Day campaign

Non‐profit organization Colorectal Cancer Canada has begun a new campaign called “Give A Shit,” timed to coincide with Valentine’s Day. Developed by Ogilvy Canada, the initiative is intended to raise awareness of the importance of screening for the disease. Consumers who use the campaign website at <> to donate a minimum of $25 to the organization will be able to send a gift box to a person of their choice. The gift box contains a test kit that can detect the presence of blood in stool, which may be a symptom of colorectal cancer. The creative was developed in association with Consulat. PR support is being provided by National Public Relations. The national campaign will run until March, which is Colorectal Cancer Awareness Month, supported by social media activities.

“We believe that we can save the lives of thousands of Canadians by increasing awareness of colorectal cancer and by bringing attention to the importance of screening for this devastating disease that will take the lives of over 9,500 Canadians this year,” said Barry Stein, president of Colorectal Canada. “With our partners at Ogilvy, we found an innovative and provocative way to bring attention to the cause and to encourage Canadians to show that they care about the health of their loved ones without embarrassment of talking about it.”

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