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.

ACS Toolkit
Huffington Post Comment Thread