European Colorectal Cancer Foundation
I was on the Irish team for the EACA Ad-Venture competition. I was Art Director and Copywriter, this was our entry.
We found that our over 50’s target market didn’t like being depicted as the ageing (grand)parent figure that is used in medical adverts. The over 50’s were living a new life and reverting back to their youth. The main reason people don’t seek attention for the symptoms of Colorectal Cancer is because of embarrassment. Playing on nostalgia and the embarrassing clothes or actions of their youth demonstrated that there are multitude of far more embarrassing things that they have done than talk to their doctor about Colorectal Cancer.
We found that our over 50’s target market didn’t like being depicted as the ageing (grand)parent figure that is used in medical adverts. The over 50’s were living a new life and reverting back to their youth. The main reason people don’t seek attention for the symptoms of Colorectal Cancer is because of embarrassment. Playing on nostalgia and the embarrassing clothes or actions of their youth demonstrated that there are multitude of far more embarrassing things that they have done than talk to their doctor about Colorectal Cancer.