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Last year, 3,100 Ontario residents died from colorectal cancer.
In Northwestern Ontario we have a disproportionately high
number of colorectal cancer cases, and many are diagnosed
at late and fatal stages.
Considering the disease is 90 per cent curable when found
early, Regional Cancer Care and the Northern Cancer Research
Foundation have committed to again launch their award-winning
awareness campaign, The Bottom Line, to get people thinking
about colorectal cancer risk. Now in its third year, the campaign
encourages people to take control of their health and reduce
their chances of colorectal cancer.
“The messages are clear,” said Alison McMullen,
Director of Preventive Oncology with Regional Cancer Care.
“Research has shown that eating the recommended servings
of vegetables and fruit (5-10 a day), living smoke-free and
being active every day can reduce your chances of developing
colorectal cancer.”
The campaign is launched this March as part of National Colorectal
Cancer Awareness month.
The Bottom Line uses a humorous, eye-catching approach to
promote awareness. Posters, ‘floor minders’ (three-foot
long yellow strips dotting the floors in a number of area
businesses), print ads, and TV commercials all promote the
campaign, and this year you will also see the messages lining
the sides of local city buses.
Glenn Craig, President and CEO of the Northern Cancer Research
Foundation, said the NCRF continues to support The Bottom
Line to improve awareness in the region.
“We have always worked closely with the cancer care
program in Northwestern Ontario,” he said. “With
growing incidence of colorectal cancer in our region, we remain
committed to ensure everything we do is designed to provide
education, awareness and improved cancer care throughout Northwestern
Ontario. As always, 100 per cent of the funds and donations
we receive stay right here to benefit the people of Northwestern
Ontario.”
Jerry Gothard, a local businessman and colorectal cancer
survivor, enthusiastically supports The Bottom Line as this
year’s spokesperson. The 63-year-old was diagnosed in
2005 after severe symptoms and a colonoscopy revealed advanced-stage
colorectal cancer. After treatment, Gothard is not entirely
free of the disease but is committed to living his life in
the healthiest way possible, and encourages others to do the
same.
“For me, it’s about doing what you can to live
your life so you can avoid whatever unpleasantness you can.
Most days I’m pain free, but I will wear a colostomy
bag for the rest of my life,” he said. He emphasized
that everyone over the age of 50 should be talking with their
doctor about colorectal cancer and choosing healthy lifestyles
to reduce their chances of being diagnosed with the disease.
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