Malaysia – In conjunction with World Cancer Day 2013, Cancer Research Initiatives Foundation has worked with M&C Saatchi to champion its on going fight against cancer.
With this year’s theme being “Take Action Now. You can make a difference”, M&C Saatchi developed a masthead and a series of posters to promote the cause and educate members of the public on how cancer prevention and detection starts with oneself.
The idea was to reach out to as many people as possible by focusing on seven cancers – breast, mouth, lung, colorectal, cervical, liver and nose.
Instead of scaring readers into going for cancer screenings, insightful facts about cancer were presented to readers in a friendly, conversational and interesting way.
“I don’t believe in scare tactics,” professor Dr. Teo Soo Hwang, chief executive of CARIF, said.
“The posters worked well because they prompted readers to take action by being relevant and friendly.
“M&C Saatchi has always shown genuine support for cancer awareness, having worked with them on many campaigns and I am happy with the results.”
Dr Teo adds that the bold headlines used in the campaign are attention grabbing, hoping it will make people stop and stare, wanting to find out more.
“The bold headlines are also actionable where an individual will now know how and what they can do or how they can make a difference to fight cancer,” she added.
The posters can already be seen at the Sime Darby Medical Centre in Subang Jaya and will soon be featured in other public and private spaces.
CARIF and the Sime Darby Medical Centre also held forums and public talks in support of World Cancer Day 2013.