The Federazione Italiana Malattie Apparato Digerente wanted to make Italians aware of the opportunity of undergoing a screening test for colorectal cancer with an easy, fast, painless and free method: the fecal occult blood testing. To fulfill this need a multi-channel campaign has been developed starting from the claim “It’s not a matter of luck” (which was particularly fitting as in Italian the word “culo” means both “buttocks” and “luck”).
After conceiving and shooting a TV commercial with famous Italian comedian Paolo Cevoli as a testimonial, a print campaign, a social media content strategy with a disruptive tone of voice, a banner campaign and posters for drugstores, it was time to work on a special direct marketing activity: the first flyering on toilet paper in history, which was able to convey the message in an unexpected way that was also relevant the theme of the campaign.
SHORTLIST @ADCI Awards 2021, category: Healthcare