BUILD A BUTT: BUILD A WHAT?!

Build Colorectal Cancer Screening Awareness

March 2014 Public Awareness Campaign in Waterloo Wellington

Build a Butt Contest

• International Colorectal Cancer Awareness Month

• The public was invited to “build a butt” out of any material and submit it to the ICS Build a Butt Contest Facebook page.

Build a Butt Contest Facebook Page

221 Likes!

Objective of Build a Butt Contest

• Reduce barriers and engage discussion about colorectal cancer

• Encourage people to get screened through a fun interactive contest

Incentive

Grocery Giftcards

1st prize $5002nd prize $300

3rd prize $200

Contest Submissions

• 36 submitted photos • 25 eligible entries (photo AND story)• Top 10 selected based on:

– Creativity/originality– Use of materials– Compelling story– Reference to colorectal cancer/screening or ColonCancerCheck

• Maximum possible score of 20– Averaged over 10 judges– To avoid conflicts of interest, judges did not score entries of

contestants with whom they interact with professionally or personally.

Promotion

• 500 Flyers

• Additional Page on Grand River Hospital website – 130% longer views than on other pages

• Communication to regional hospitals

• Advertising & Big Box electronic ad space

Top 10 Finalists!

Lindsay Weinert and Kayla Beach (Cake and Paper Maché )

“As a nursing student I want to advocate for preventative medicine and raise awareness for screening.”

Average Score: 19/20

Valerie Ring (Bum Bag)

“We can work at lifestyle issues and we can get screened for some cancers-even though the screening tests are inconvenient and uncomfortable.”

Dedicated bag to her mother who died of cancer.

Average Score: 19/20

Jennifer Roy Cutting (Fused Glass)

“The different colours represent people of different cultures and experiences- colorectal cancer does NOT discriminate.”

Dedicated to her aunt who lost her battle to colorectal cancer.

Average Score: 19/20

Sheri Blakely (Cake)

“My uncle has had prostate ca and beat it and I have had thyroid ca and beat it and my mother had non hodgkins lymphoma and her mom had cervical ca and didn't beat it so here's to you ma.......miss you!”

Average Score: 18/20

Janine McGee Morin (Clay)

“Four years ago, my sister was diagnosed with Colorectal-cancer after suffering with painful symptoms for 2 years.”

Average Score: 18/20

Jackie Gilmar (Broccoli)

“I lost my MOM to cancer in 2004 at the young age of 57 years. She could still be here if she had used screening and taken action early in her disease. “

Average Score: 18/20

Joe Lethbridge (Dried Flower Pods)

“After my mom was diagnosed with colon cancer in 1997 it was only natural for me to go for colonoscopies every four years. Because my mom had done the same,doctors found it in its early stages.”

Average Score: 18/20

Jamie Diebolt (Cake Pops)

“Colorectal screening is one of the many reasons we still have a dear friend in our lives today! “

Average Score: 18/20

Shelley Quinlan (Cake)

“My Dad was diagnosed with colon cancer 8 years ago while I was pregnant. He is now cancer free after finishing at times extremely difficult treatments.”

Average Score: 18/20

Jason Faulkner (Lego)

“Cancer has touched all of us, without exception. My aunt passed away from breast cancer, she had a lump and chose to ignore it. By the time she had it checked it was too late for her…

Early screening and early detection saves lives. Period.”

Average Score: 17/20

Results

31 Unpaid Media Hits

2 Television interviews

5 Radio (3 interview; 2 on air discussion)

Facebook Metrics

76,498 impressions seen on any content

2092 people who clicked on any content within pages

Cancer Screening Impact

Waterloo Wellington:

FOBT Kits Processed 2013 2014 % Variation March 2499 2649 6.00% April 2935 2881 -1.84% May 2645 2757 4.23% Totals 8079 8287 2.80%

And the winners are…