The purpose behind the communication campaign was to provoke a quick public reaction. Just as a quick reaction is important when it comes to inappropriate stool, as it can indicate symptoms of a colon cancer.

Slovenian NGO association to fight cancer Onkoman, together with the advertising agency AV Studio and in collaboration with its partners – the health insurance company Triglav Zdravje, leading Slovenian provider of outdoor advertising Europlakat and the pharmaceutical companies MSD and Roche, created a controversial advertising campaign that stopped all passersby. The daring communication campaign was titled simply SHIT. After 2 weeks it was revealed that a quick response to innapropriate SHIT/stools can increase the chances of curing colon cancer enormously.

Billboards went viral online and on social media. The media also grabbed it when a mayor of a Slovenian town publicly expressed that the SHIT billboard in his town is inapropriate and threatened to call the police. Also there were huge number of positive and negative responses on the phone line, which means that a lot of people have learnt how important it is to react quickly to inappropriate stools.

The reveal: After two weeks and enormous publicity the SHIT billboards got a life-saving reveal message: A quick reaction to innapropriate SHIT may save you from the colon cancer. With a link to a website where people could learn the symptoms of the disease.

»If cancer is detected early enough, treatment is more successful,” stated Matej Pečovnik, President of Onkoman. »Colon cancer is the second most common cause of death in oncology. We knew this awareness-raising campaign would cause a lot of shit, but we were prepared for it as this is what we wanted – a quick reaction to inappropriate shit. Our bold performance paid off, as thanks to social media, the campaign’s message reached practically the whole Slovenia.«

The SHIT campaign paid off being the most successful and talked about campaign in the Slovenian NGO’s history. Every media in Slovenia reacted and published articles and news reports about THE SHIT. Demonstrating that a quick reaction to innapropriate stool can be indeed life saving.

More info: onkoman.si

The only headline of the teaser ads was just »SHIT« along with the call “Inappropriate?” and the toll-free phone number “080 54 25”.

After two weeks and enormous publicity the SHIT billboards got a life-saving reveal message.

Games

View all games

Anyone can write on Bored Panda. Start writing!

Follow Bored Panda on Google News!

Follow us on Flipboard.com/@boredpanda!