Groups Launch PSAs To Promote Early Detection.(the Advertising Council and the American Cancer Society begin public service announcements to promote early colon cancer detection)

2002 FEB 19 - (NewsRx.com & NewsRx.net) -- The Advertising Council and the American Cancer Society announced the launch of a national public service advertising (PSA) campaign that uses humor to encourage people to get tested for colon cancer.

The campaign includes television, radio, Internet, and print advertising and will debut in time for Colon Cancer Awareness Month in March 2002.

The five-year survival rate for colon cancer is 90% when the cancer is diagnosed at an early, localized stage. However, only 37% of all diagnoses occur in the early stages, and as a result, colon cancer is the second deadliest cancer in the United States today.

Sponsored by the American Cancer Society and developed by volunteer ad agency Campbell-Ewald, the new campaign is designed to motivate individuals to get tested as a preventive measure, while focusing on the overwhelming cure rate associated with early detection.

The 15- and 30-second television PSAs depict doctors apprehending "Polyp Man" - a pesky character dressed in a large, red polyp suit - in an aggressive cop-like fashion. While using a humorous tone, these spots convey the message that both men and women age 50 and older must take an active role in preventing this disease by discussing early detection methods with their physician. Each spot concludes with the campaign tagline, "Get the test. Get the polyp. Get the cure." and features the voice of comedian/actor Tim Allen.

The radio PSAs, which also feature the voiceover talent of Tim Allen, use the same humorous style to convey the early detection message. The campaign's print ads also show Polyp Man being apprehended in various situations. The Ad Council is distributing the PSAs to media outlets nationwide.

"Finding and removing polyps through early detection testing before they become cancerous can stop colon cancer before it even starts," said Harmon J. Eyre MD, American Cancer Society. "In fact, if all Americans 50 or older had regular tests, annual deaths from colon cancer could be cut in half."

This article was prepared by Cancer Weekly editors from staff and other reports.