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To promote Ontario’s new colon cancer screening program, BBDO Toronto created a television commercial featuring two see-through men talking at a hardware store. One points out that the other seems to have colon cancer, prompting the second transparent man to say he’ll get it checked out. A voiceover ends the spot with “You’re probably not see-though, so talk to your family health care provider about getting checked.”
The television spot, along with online banners appearing on sites such as CBC and MSN, also drive viewers to ColonCancerCheck.ca. The new website, designed by BBDO, contains information about symptoms and screening.
BBDO also created print material for pharmacies and medical offices. Both the print and television ads appear in 21 languages including Vietnamese, Arabic, Chinese and Tagalog.
“Colon cancer is the second leading cause of cancer-related deaths in Ontario,” says David Jensen, a ministry spokesman. “Strong evidence exists that it’s a highly treatable disease if detected early, so we developed a province-wide screening program. And with something new like this, public education is a key component. ”
The television campaign runs until May 25.
