And how do we talk about cancer?
Nödo · 24 mar 2015
Rectal and colon cancer are highly feared diseases worldwide. The American Cancer Society and FCB Chicago use humor and provocative images to raise awareness for early prevention and screening.
Rectal and colon cancer are among the most feared diseases worldwide. According to experts at the American Cancer Society, they should not be treated as a taboo. Thus, the agency FCB Chicago has developed an excellent branding strategy around the hashtag #WeLikeIt. A project using a very peculiar and humor-filled approach for such a serious and delicate matter.
Humor is a widely used resource, and that is what this strategy aimed to achieve. To create awareness about early prevention through periodic check-ups with specialists, because even though the disease is deadly, it is curable if we are cautious.
With the slogan “No one wants to see this. Except your doctor”, the campaign featured provocative but funny images. The posters were placed on bus seats. Through them, they managed to turn this fearsome taboo into a more digestible topic. We hope the strategy achieves its goal and that more people get screened in time.
What do you think about this social #branding strategy?