Nice new campaign from Poland about Colon Cancer.
The campaign “Unhook the cancer” was developed following a competition among high school students. The competition is part of a nationwide youth program aimed at building a health-conscious society. This year’s edition of the program was focusing on Colorectal cancer. The script for the commercial was based on an idea of an aggressive assault on a gang’s hideaway from the back side. The gang is shown defending the rear exit of the shelter, hence the line: “Secure your rear against cancer – undergo a colonoscopy”.
Students from the School of Engineering “Engineer” in Jelenia Gora want to tell the story this way to convince people that Colorectal Cancer can affect anyone of us, and most effective way to combat it is prevention in the form of regularly scheduled colonoscopy. It won the fifth edition of the National Program for Youth, “I have the hook on Cancer.”
The campaigns runs until the end of 2012 and includes the commercial and an outdoor ad (see below).
Tagline: “Secure your rear against cancer – undergo a colonoscopy” (“Zabezpiecz tyły. Zrób kolonoskopię!”).
Original Polish versions:
Social Communications Factory (FKSPRO)
Strategy: Paweł Prochenko, Ireneusz Stankiewicz
Creative Director: Witek Koroblewski
Graphic Designer: Wojciech Staniewski
Director: Dariusz Zatorski