Colorectal Cancer Association puts a cute face on a serious issue.

March is National Colorectal Cancer Month, and the Colorectal Cancer Association of Canada is trying to drive awareness and donations for research. To draw people’s attention, Ogilvy Montreal decided to utilize the face of an endangered species in Canada, the polar bear, to fill people in that there may be something else that’s very, very close to them at risk. There is a microsite at EndangeredButts.ca that uses some very precise gluteal movements (as seen below) to make it look like the “buttbear” is filling us in on some of the finer details of this issue, like the importance of early detection and the age you should start getting yourself checked out.


Brand: Colorectal Cancer Association of Canada
Agency: Ogilvy Montreal