Colon cancer is one of the top 5 killers in South Africa. And while that fact alone should be enough to motivate the age 45+ sector of the population that’s most at risk to be tested regularly, it isn’t.
So, when Net#work BBDO was tasked with creating a campaign for UDo Test, a revolutionary no-fuss, no-mess way of testing for colon cancer, they decided not to go with the statistic-laden scare tactics so often seen in health category comms.
Brad Reilly, ECD Net#work BBDO, says: “Health is a very personal concern, so we created a campaign that tells the target audience that they need to care about their colon health, and they can start doing so in the privacy of their own homes. And, because of what your colon does, and because of the way that this screening test works, and importantly because everyone has something or someone they care about #GiveAShit evolved.”
The two-minute Give a Shit video https://www.youtube.com/watch?v=1j5BuTbnV1Q with various cutdowns, is targeted at age 45+ consumers, both men and women, and encourages them to give a shit about their health by clicking through to the UDo website to purchase a non-invasive colon screening test, which they can use at home. With these digital assets and the awareness campaign behind them, Net#work BBDO hopes to encourage 500 000 people, who may otherwise have been at risk, to know their colon cancer status and have started the journey to remission before the campaign ends.
Strategically, #GiveAShit launched in March and runs through April, which is National Colorectal Cancer Awareness Month.
“The tone and delivery of this work grabs people’s attention without triggering the fear impulse that’s all-too-easy to resort to in this sector,” says Reilly. “With this campaign, we hope to encourage people to stop procrastinating when it comes to getting tested for colon health. The UDo Test removes the barriers of embarrassment, fear and finances, and we’ve added to the value of the product by making the audience aware of its necessity and benefits, in a language and tonality that are relatable and relevant.”
“This is another example of a content led campaign driven through social, with reach baked into it, which is right for the Client’s business,” concludes Reilly.