New Cancer Awareness Campaign Gives you the Bottom Line

To mark the first day of Colorectal Cancer Awareness month, the Northern Cancer Research Foundation (NCRF), in collaboration with Regional Cancer Care at the Thunder Bay Regional Health Sciences Centre, has embarked on a new Colorectal Cancer Awareness Campaign.

The new campaign, called ‘The Bottom Line,’ aims to increase awareness and behaviour in the general population over the age of 50, and to encourage people to think about prevention, a healthy lifestyle, and getting tested for colorectal cancer. “We have always tried to focus our messages in our cancer control system as much around high standards in treatment and service delivery as we have around prevention and maintaining a healthy lifestyle,” stated Michael Power, Vice President of Regional Cancer Services. “We have a very high incidence of colorectal cancer in Northwestern Ontario, and over the next ten years, it is projected to increase. Through initiatives like the provincial Wait Times Strategy and our Regional Cancer Plan, we are committed to aggressively addressing these challenges.”

Through these strong messages to address eating habits, lifestyle, regular screening tests, and knowing your family history, Regional Cancer Care and the NCRF are hoping to bring awareness of colorectal cancer into the minds of the people of Northwestern Ontario. “There are no early symptoms for colorectal cancer, which is why regular screening is important,” said Alison McMullen, Acting Director of Preventive Oncology. “When found early, colorectal cancer has a 90% cure rate. So, our goal with this awareness campaign is to increase screening rates. We want people who are 50 and over to ask their doctor questions about what they can do to prevent colorectal cancer.”

In Northwestern Ontario, colorectal cancer is on the rise. In the next ten years, it is projected to rise by 25%, affecting both men and women. The highest target group is people aged 50 and older, especially in those with a family history present. The Fecal Occult Blood Test (FOBT) is the recognized definitive test for colorectal cancer screening, and is available at all clinics and healthcare facilities. Additionally, the colonoscopy and the sigmoidoscopy screening tests are also used to detect any abnormalities or deviations.

“Each year approximately 10,000 Canadians die of colon cancer,” said Dr. William O’Hara, gastroenterologist. “It is approaching the second leading cause of cancer death in men and women. Many of these deaths are preventable if patients are made aware of common symptoms, and, most importantly, are screened appropriately. Of all the cancers that we see, colon cancer has a defined polyp cancer sequence that allows us to look for pre-cancer and treat patients for that.”

As with the successful ‘Take it Like a Man’ prostate awareness campaign, the NCRF enlisted the aid of Generator Advertising + Strategy to assist with the creative design, creating the tongue in cheek ‘The Bottom Line.’ Addressing the need to create the awareness of colorectal cancer in an eye-catching and humorous way, they came up with a multimedia approach which includes posters, print advertising, ‘floor minders,’ (3 feet long adhesive strips with the campaign messages), radio messages, and a television commercial.

“We have always worked closely with the cancer care program in Northwestern Ontario,” stated Kevin Holloway, Chair of the Board of the NCRF. “We have maintained our commitment to the people in the region to ensure that everything we do is designed to provide information, access, and improved cancer care throughout Northwestern Ontario. As always, 100% of the funds and donations we receive stays right here to benefit the people in Northwestern Ontario.”

For more information, please visit www.ncrf.on.ca/thebottomline.

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