AICR unveils bowel cancer campaign

The Association for International Cancer Research (AICR) is launching a new DM and online campaign designed to raise awareness of bowel cancer.

AICR campaign

The campaign, which runs for a month and targets the over 60s, consists of 100,000 direct mail packs and online ads running on selected websites and has been created by direct marketing agency DMS.

The aim is to overcome the sensitivity surrounding bowel cancer and encourage people to apply for information booklets and make cash donations to the charity, which is the leading charity funding cancer research across the world.

The campaign uses an image of a naked female bottom superimposed with a clock to highlight the fact that the disease claims a life every 30 minutes in the UK and is the third most common form of cancer, and the second biggest killer.

AICR chief executive, Norman Barrett, says: “The campaign deals with the issue of bowel cancer in an honest and positive way and we hope that it will educate the over 60s as well as encourage them to take action by donating to AICR.”

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