The Advertising Council and the American Cancer Society Launch PSAs to Promote Early Colon Cancer Detection

American Cancer Society
Monday, 28 January 2002

Polyp ManTM character urges people to "Get the test. Get the polyp. Get the cure."

The Advertising Council and the American Cancer Society joined today to announce the launch of a national public service advertising 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.

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 2nd 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 preventative measure, while focusing on the overwhelming cure rate associated with early detection. The Ad Council honored Campbell-Ewald with its annual Crain Award last November for the campaign. The Crain Award was established in memory of G.D. Crain, Jr., founder of Crain Communications, and honors an Ad Council agency volunteer who has shown unflagging dedication and support.

The :15 and :30 second television PSAs depict doctors apprehending "Polyp ManTM -- 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 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 ManÔ being apprehended in various situations. The Ad Council is distributing the PSAs to media outlets nationwide.

According to Health and Human Services Secretary Tommy Thompson, "The American Cancer Society and the Ad Council are making a real contribution to saving lives by educating the public about early screening for colon polyps. Colon cancer is a leading cause of cancer deaths in the country, but it can often be prevented through early detection. Colon cancer almost always starts as colon polyps, developing with no symptoms, so it's vital that people go to their doctor for regular testing. It's especially important for the most vulnerable population - people over 50 years of age."

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

According to Peggy Conlon, President and CEO of The Advertising Council, "Early detection of colon cancer saves lives. This breakthrough advertising communicates the importance of getting screened for the disease in a unique and humorous way that is sure to remain at the forefront of American minds. I am confident that the media will support this life-saving message with significant pro bono resources."

"When you work on a campaign that has the potential to save more than 56,000 lives every year, you do not want it to be invisible or ordinary," said Bill Ludwig, Vice Chairman, Chief Creative Officer of Campbell-Ewald. "The Polyp ManTM campaign was born out of the insight that colon cancer almost always begins with a polyp. Get rid of the polyp and you get the cure. It will be very difficult to ignore or forget this advertising."

The American Cancer Society is the nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer, through research, education, advocacy, and service. For information about cancer, call toll-free anytime 1-800-ACS-2345 or visit the American Cancer Society at www.cancer.org.

Campbell-Ewald is the 11th largest employer among the nation's advertising and marketing communications agencies, with more than 1,300 employees at its headquarters in Detroit, its agency in Los Angeles and five regional offices. Billings in 2000 totaled more than $1.9 billion, a 14 percent increase over 1999. A part of the Interpublic Group of Companies (NYSE:IPG), Campbell-Ewald partners with a score of national brands, including ACDelco, Bissell, Chevrolet, Continental Airlines, Farmers Insurance, Michelin, OnStar, Pier 1 Imports and the United States Navy.

The Advertising Council is a private, nonprofit organization, which has been the leading producer of public service communications programs in the United States since its founding as The War Advertising Council in 1942. For sixty years, The Council has supported campaigns that benefit all Americans. The Ad Council marshals volunteer talents from the advertising and communications industries to create awareness, foster understanding and motivate action. Ad Council campaigns, such as "Friends Don't Let Friends Drive Drunk," "Take A Bite Out of Crime," and "A Mind is a Terrible Thing to Waste," have helped save lives and educate the public about issues and concerns of the day, making America a healthier country in which to live. Last year, Ad Council campaigns received more than $1.7 billion in donated media time and space. To learn more about the Ad Council and its campaigns, visit its Web site, www.adcouncil.org.

For more information, or to contact American Cancer Society, see their website at: www.cancer.org