The goals were simple: stop people from dying of colorectal cancer by making them aware of the facts. Only lung cancer kills more Canadians than colorectal cancer. Even more alarming is the fact that colorectal cancer can be easily detected and treated. It’s a subject most people never think about, and if they do consider it, they avoid it. Thousands of rolls of printed toilet paper were placed in public washrooms to encourage people to talk to their doctors.The media choice for this public service campaign cleverly created a moment of truth for the audience. We know that colorectal cancer is something nobody wants to think about, but this guerrilla tactic forced people to do so at a very intimate Eand relevant Emoment. By speaking to people in an unconventional way, this media tactic extended a broad scale TV campaign down to the most personal level possible, creating impact and immediacy for a message that really can save people’s lives. This may be one of the best examples ever of the maxim “the medium is the messageE The story we had to tell in this campaign is very compelling, but in this case, the venue and context in which it was presented added incalculable impact and immediacy to our efforts. With a message of this nature, it’s easy for people to think, “it will never happen to meE The shock of seeing a message like this is powerful, and it makes people confront a taboo they’d rather ignore. By introducing our message into a private space, we found a way to make the actual environment of the “adEcontribute to its impact.

This may be one of the best examples ever of the maxim “the medium is the messageE The story we had to tell in this campaign is very compelling, but in this case, the venue and context in which it was presented added incalculable impact and immediacy to our efforts.