ARLINGTON HEIGHTS, Ill.--(BUSINESS WIRE)--The American Society of Colon and Rectal Surgeons (ASCRS) awarded its 2015 National Media Award for excellence in creating public awareness of diseases of the colon and rectum to Meredith’s Miracles Colon Cancer Foundation, Lexington, KY, and its advertising agency, FCB/Chicago, for an eye-catching "cheeky" campaign in Chicago that placed decals on the backs of bar stools as well as the seats on commuter buses creating the illusion that someone's back side was partially exposed.
“No one wants to see this except for your doctor,” the ad teased. “Colon cancer is the second most deadly cancer. But, detected early, it’s also one of the most treatable.” Commuters were told they could find out more at merediths-miracles.org.
Meredith’s Miracles is dedicated to providing financial assistance to young adults for the non-medical expenses of fighting colon cancer. “Each year, 140,000 Americans are diagnosed with colon cancer and over 10% of those diagnosed are under the age of 40,” the organization says. “We serve this overlooked demographic that often has young families to care for, little to no savings, and limited or no health insurance.”
FCB/Chicago created the advertisements pro bono to support the work of the Foundation.
“Meredith’s Miracles and FCB have created a very creative, successful campaign to raise public awareness about colon cancer as well as the importance of screening,” said Dr. Roberta L. Muldoon, Nashville, TN, Chair of the ASCRS Public Relations Committee. Each of the winners received an engraved plaque, $1,000 cash prize, and an expense paid trip to Boston, MA, where the awards were presented at the ASCRS Annual Meeting.
The 3,300-member American Society of Colon and Rectal Surgeons, located in the Chicago suburb of Arlington Heights, is the premier society for colon and rectal surgeons and other surgeons dedicated to advancing and promoting the science and practice of the treatment of patients with diseases and disorders affecting the colon, rectum and anus. Its board-certified colon and rectal surgeons complete a residency in general surgery, plus an additional year in colon and rectal surgery, and pass an intensive examination conducted by the American Board of Colon and Rectal Surgery. For more information, visit www.fascrs.org.