It’s Time We Talk.

3 03 2010


Colorectal cancer is a misunderstood and deadly disease that strikes both men and women. It is the third most common form of cancer and the second leading cause of cancer-related death in the United States. Because of the hesitancy to discuss the disease and its symptoms, it often goes unnoticed and untreated.

Colorectal cancer is 90 percent curable when detected early but those who should be getting screened fail to take action. So how can you reach them? When the rationale approach full of facts, numbers and stastistics doesn’t do the trick, try dialing up the emotion and tackling the underlying issues head on.

To reach men age 50 and older, we first identified the primary barriers to screening. At the top of the list was fear of discomfort and embarrassment. From there it was simple — make men realize how foolish their excuses really are. The result? A 30-second spot designed to break through the advertising clutter during March, national colorectal cancer awareness month.

Colorectal cancer screening will never be something to look forward to, but early detection saves lives. In fact, estimates show as many as 60 percent of all colorectal cancer deaths could be prevented with regular screening.

Is the approach working? It has only been in market two days but I will post the outcomes at the close of the campaign.

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