MONTREAL, March 1 /CNW/ – The Colorectal Cancer Association of Canada (CCAC) will do almost anything to spread the message that colorectal cancer (CRC) is Preventable, Treatable and Beatable. The nation’s leader in provocative cancer advertising is once again proving it with a 17-city transit campaign in celebration of Colorectal Cancer Awareness Month.

Entitled GetYourButtSeen, the initiative includes hundreds of city buses adorned with the campaign’s iconic butts, as well as videos (http://bit.ly/eAdD8o), radio advertisements and an interactive website (getyourbuttseen.ca).

“No butt about it, the GetYourButtSeen advertisements will get your attention,” says Barry Stein, president of the CCAC. “We test drove the campaign in 11 of Canada’s largest cities with an overwhelmingly positive reception in 2010 – and even those who were opposed to the campaign received the potentially lifesaving message they otherwise may have ignored. The controversy actually assisted the CCAC in getting the conversation started.”

Stein knows what he is talking about. A patient diagnosed with CRC and metastases to both his liver and lungs in 1995, he now has no evidence of the disease. “Our goal is to prevent as many people as possible from having to go through what I went through – or worse – and if this campaign will do it, it’s worth it. Can you imagine how many lives could be saved if more people between the ages of 50 and 74 were getting screened?” added Stein.

The GetYourButtSeen campaign is just one of the many unique public awareness initiatives in the CCAC’s arsenal.

Ever on the cutting edge of outreach, the CCAC’s use of social media to enrich Awareness Month activities invites internet mavens and novice users alike to join in on the conversation.  Tune into the CCAC’s Challenge of the Day starting March 1st on Twitter (@coloncanada) for the chance to win prizes for spreading the word.

The family-friendly Giant Colon Tour has been weaving its way from Moncton to Inuvik, delighting and informing hundreds of thousands of Canadians since it began its cross-country journey in 2009. The sensational multimedia exhibit invites visitors to journey through a 40-foot long representation of the human colon, all while being guided by the Association’s lovable puppet mascot, “Dr. Preventino”.

Other initiatives include a Public Service Announcement Contest, where entrants of all ages and backgrounds can compete to win up to $4,500 for the best television, radio or print advertisements. Interested contestants may enter as many times as they wish at the contest’s dedicated site (www.ccacpsa.com).

About Colorectal Cancer

Colorectal cancer, cancer of the colon or rectum, is the second leading cause of cancer death in Canada.  Though highly preventable and curable when detected early, an estimated 22,500 Canadians were diagnosed with the colorectal cancer last year, and approximately 9,100 died from it.

An almost equal number of men and women are affected by colorectal cancer.  One in 14 men and one in 16 women are expected to develop the disease during their lifetime. One in 28 men and one in 31 women will die from it.

Colorectal cancer screening is a priority in every province and all provinces have either launched a province wide population-based screening program or are in the planning stages of doing so. The CCAC partners with cancer organizations and individuals across the country to promote primary prevention and screening.

About the CCAC

The Colorectal Cancer Association of Canada is the country’s leading non-profit organization dedicated to increasing awareness of colorectal cancer, supporting patients and advocating for national screening and equal and timely access to effective treatment  to improve patient outcomes.

Visit the CCAC website, www.colorectal-cancer.ca, for up-to-date information on colorectal cancer or to call a toll-free number, 1.877.50.COLON (26566) to order free copies of helpful educational materials.

The GetYourButtSeen campaign can be found online at www.getyourbuttseen.ca.