To help increase awareness and improve colon cancer-screening rates, the Canadian Partnership Against Cancer’s National Colorectal Cancer Screening Network launched a campaign encouraging Canadians to start talking about colon cancer screening. The Colonversation Campaign included an important new national online resource – Colonversation.ca – to encourage conversations about screening among Canadians and encourage those between 50 and 74 years old to be screened.
Hill+Knowlton Strategies levered the Network and its cross- country partners and developed attention-grabbing media drops based on the “Colonversation” theme. From high-fibre items to toilet paper, all alongside Colonversation starter sticks – which included conversation-starters about screening. Featuring a diverse group of spokespeople who helped convey the importance of having a Colonversation helped the launch campaign generate nearly six million overwhelmingly positive media impressions.
Just one month after the launch, Colonversation.ca’s how-to videos had five times the number of unique visitors than a similar campaign the UK, and double the traffic than another in Australia.