Ministry of Health

Integrated Cancer Screening with Neil Crone

Using Humour to Kick Cancer in the Butt

The Ministry of Health wanted to show people that colorectal cancer screenings didn’t have to be a pain in the butt with their new Fecal Occult Blood Test (FOBT) kits. Since laughter is the best medicine, we organized a media tour with comedian and colon cancer survivor Neil Crone to show how easy it is to use the FOBT kit. In addition to the tour, we engaged bloggers and influencers to spread the message online. The campaign generated high value media coverage with more than 14.8 million impressions, successfully tackling an extremely difficult topic.