The American Cancer Society’s National Colorectal Roundtable needed a public awareness campaign specifically targeted at rural communities, and they wanted it to be edgy. The result was the “What’s up your butt?” campaign. A customizable web toolkit including billboards, post cards, print ads and radio PSAs were developed and distributed to representatives nation-wide.
The campaign was widely publicized and covered in numerous news stories and blogs. It was even referenced in NPR’s national gameshow “Wait, Wait, Give Me a Second” and had a segment dedicated to it on Countdown with Keith Olberman. The comment threads (like the one from Huffington Post below) spread the message far beyond the billboard campaign…just as we planned.