Those who identify as lesbian, bisexual, gay, trangendered or queer (LGBTQ) are less likely to get screened for colon, breast and cervical cancer. The statistical screening rates are much lower for this community versus their hetrosexual counterparts.. The Canadian Cancer Society needed to make screening a top of mind priority for these members.
Whatever their scene they need to get screened. The notion of "screening" inspired a movie themed awareness campaign. Classic posters were recast using community members (and actual couples) as the stars - subverting gender roles to differentiate from the originals, which gave them additional stopping power. This creative also was leveraged in newspaper placements, a patient website, social media updates and a booth at Pride Toronto.
The multi-tiered campaign was a rousing success. It has helped create an active dialogue about cancer screening with Get Screened volunteers and almost 3,000 LGBTQ community members in Hamilton, Ottawa and Toronto. That's close to 3,000 potentially life saving conversations.
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