This has to be one of those “I wish I’d thought of that” campaign ideas. Fondation Digestive and LG2 have put a QR code on toilet paper that redirect people to the Clic Santé platform to book a stool screening for colorectal cancer. The Scanitary Paper was distributed throughout Quebec. It is the first awareness campaign from the Fondation Digestive, a newly formed organisation dedicated to digestive health.
Colorectal cancer is the second most deadly cancer in Canada, but it is not a topic people like to talk about. Getting the message to people at the right time in the right place is genius.
“Knowing that 90% of colorectal cancers can be cured if they are discovered at an early stage, the key was the call to action. When we go to the toilet, we find ourselves alone with ourselves and, more often than not, with our mobile phones. Hence the idea of creating an opportunity for a simple, quick and essential screening procedure by making it easy to book an appointment.” stated Félix-Antoine Belleville, copywriter, LG2.
“Talking about colorectal cancer means breaking a taboo to save lives. Far too many people are still reluctant to talk about it, but the more we talk about it, the more we can eliminate this taboo and the more screening can make a real difference to our lives, our families, and our loved ones. At the Fondation Digestive, we want to reduce the impact and optimise the management of digestive diseases in Quebec through prevention, innovation and education. That’s why we’ve launched this extraordinary campaign with Scanitary Paper,” stated Sarah-Line Beaulieu, managing director, Fondation Digestive.
The initiative is part of National Colorectal Cancer Awareness Month,March to 31. A number of companies are already taking part in the conversation by stocking Scanitary Paper in their bathrooms, including Nortera, CHU Saint-François, Machinex, Biscuits Leclerc, Familiprix, Oberson, Ville de Contrecoeur, Brasserie La Fosse, Intelcom, Unik Média, A&W, Circonflex, Nova Film and Surmesur.
Credits:
Client: Fondation Digestive
Managing Director: Sarah-Line Beaulieu
Creative Agency: LG2
Chief Creative Officer: Luc Du Sault
Creative Director: Éric Chavagnac
Copywriter: Félix-Antoine Belleville
Art Director: Olivier Caron
Strategic Planner: François Giroux
Client Service Directors: Isabelle Miville & Camille Sauvé
Project Manager: Julie Pichette
Agency Producers: Stéphanie Gagné & Claudine St-Pierre
Motion Designer: Daniel Martinez-Mendoza
Graphic Designer: Olivia Lapierre-Fortin
Media: Challenge Media
Partners: Marilou Bédard & Shanie Bédard
Production Company: Nova Film
Producers: Alexis Dubosc, Samuel Petitclerc & Emeline Georges
Director & DoP: Nicolas Brassard Asselin
Post Prodcution: Studio Element
Producer: Andreanne Beliveau
Editor: Louis-Phillipe Gagné
Colourist: Martin Vignon
Music & Sound: Circonflex
Sound Engineer: Dominic Cabana
PR: Tact
PR Director: Jenna Dubé
Advisors: Mara Hannan-Desjardins & Claudia Ntihinyuka
