F Cancer’s 'Pick Up Your Poop' Campaign Encourages At-Home Colorectal Cancer Screening
Today, F Cancer, a non-profit dedicated to early cancer detection and prevention, is launching a Public Service Announcement (PSA) to encourage colorectal cancer screening for those 45+. Rolling out during Colon Cancer Awareness month, the campaign, titled "Pick up Your Poop", raises the point that dog owners readily pick up their animal’s waste but remain squeamish about their own poop—in spite of the fact that taking a simple at home screening test can provide information that could help save their lives.
"Dog owners pick up their dog's poop multiple times a day without a second thought," said Heather Kun, CEO, F Cancer. "Yet, so many of us hesitate and are uncomfortable when it comes to our own health. At F Cancer, early detection is a key part of our mission; but to detect colorectal cancer you have to get screened. This campaign takes a humorous approach to an uncomfortable conversation, all with the goal of normalising early screening and testing. ”
The most common symptom of early colon cancer is no symptoms at all. And colorectal cancer has no limits— it can affect anyone. As colorectal cancer cases are rising among younger people and certain populations are more likely to be diagnosed at later stages (American Indians, Alaska Natives, Black and Hispanic Americans), reinforcing the importance of early screening has never been more important. When caught in early stages, colon cancer is treatable in 9 out of 10 people.
"Early detection is key to successful colorectal cancer treatment," says Dr. Fola May, associate professor of Medicine at UCLA. "There are a variety of convenient and effective ways for people to screen for colon cancer from the comfort of their own homes and it could provide incredibly important information. I hope this campaign helps to shine a new light on early detection and encourages more people to take control of their health."
The campaign takes a relatable, light-hearted approach to a serious conversation, all in the name of encouraging individuals 45+ to understand their risk factors and consult a doctor about screening options, including non-invasive, at-home stool tests, like the Cologuard® test.
And if you don’t believe the dog in the PSA, you’ll be able to listen to your own dog or a friend's dog, tell you to get screened by uploading a photo of them to this website: pickupyourpoop.com. People can spread the word by sharing their video on social with #pickupyour💩 and by tagging F Cancer—so you can turn your pups into the official spokesdogs of Colon Cancer Awareness Month.
The PSA will run across various media platforms, including broadcast television, digital channels, and social media.
This campaign is sponsored by Exact Sciences, the makers of the Cologuard test, and created in collaboration with the community, a global creative agency. PR is led by Dini von Mueffling Communications.
