ColonCancerCheck campaign begins
The Ontario Ministry of Health and Long Term Care has begun a new advertising campaign in support of its ColonCancerCheck program. The educational program seeks to raise awareness of the importance of early detection of colorectal cancer. The campaign was developed by BBDO Toronto and Proximity Canada. The creative depicts transparent people with visible internal organs. The ads use the tagline, "If you were see-through, it would be easier to spot colon cancer." The campaign includes two 30-second television commercials that will air in 21 languages. The two print ads will also run in 21 languages. A new website has been constructed at ColonCancerCheck.ca. Online advertising will run on news-related websites. In addition, posters and brochures will be displayed in doctors' offices, pharmacies and nursing facilities.