Colon Cancer Check
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | March 14, 2008 to May 25, 2008 |
Start of Advertising/Communication Effort: | March 14, 2008 |
Base Period for Comparison: | July 2007 to February 2008 |
a) Introduction
Colon cancer is the second biggest cancer killer in Ontario. And yet, it is amongst the most preventable. Early detection would save millions of lives. Our job was to raise awareness of the issue and encourage regular screening. This is a story of how this was addressed with a breakthrough campaign that stayed positive, avoided scare-tactics, and generated outstanding results.
b) Essential Challenge
The challenges...