GET YOUR BUTT SEEN travels in style on mass transit systems

MONTREAL, Aug. 11 /CNW/ -

    
    WHAT:  Following the successful www.GetYourButtSeen.ca colorectal cancer
           viral awareness campaign and publicity initiative that started on
           the back of buses in Montreal this past March, the Colorectal
           Cancer Association of Canada (CCAC) has expanded its efforts to
           promote the campaign's visibility by using Canada's mass transit
           systems to reach a diverse audience and encourage screening and
           prevention. The provocative ads, which direct the public to visit
           the interactive GetYourButtSeen site, can be seen on Edmonton
           Transit System (ETS) buses across the city.

    WHO:   GetYourButtSeen is an educational initiative of the CCAC, the
           objective of which is to raise awareness in Canada for the
           prevention of a disease that is Preventable, Treatable and
           Beatable! The CCAC is grateful to Ogilvy Montreal, Pattison
           Outdoor Advertising and the Edmonton Transit System, who have
           collaborated to help spread the word across Edmonton.

    WHEN:  The advertising campaign will launch in major Canadian cities
           throughout the summer and early autumn of 2010.

    WHERE: Advertising on buses: Edmonton, AB (August); Halifax, NS (August -
           September); Toronto, ON (June-July); Ottawa, ON (July - August);
           Québec City/Sainte-Foy, QC (July - August); Regina, SK (July -
           August); Outaouais, QC (July - August); Calgary, AB (August);
           Winnipeg, MB (August);
           Billboard advertising: Moncton, NB (September); Saint John, NB
           (September); St. John's, NL (September)
           Advertising in shopping centres: Charlottetown, PE (August)

    WHY:   Colorectal cancer is the second leading cause of cancer deaths in
           Canada. An estimated 22,500 Canadians will be diagnosed with the
           disease this year and approximately 9,100 are expected to die from
           it. 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. The disease is preventable through screening and
           can be treated successfully 90% of the time if detected early. The
           CCAC encourages cancer prevention through awareness and education,
           healthy lifestyles (diet and physical activity) and population-
           based screening, such as that carried out by the Alberta
           Colorectal Cancer Screening Program from Alberta Health Services
           (www.screeningforlife.ca).
    

For further information: on colorectal cancer see www.colorectal-cancer.ca and www.getyourbuttseen.ca; To schedule an interview contact the CCAC Communications and Events Director: Lydia Moreyne, ([email protected]), 1-877-50-COLON (26566); The Colorectal Cancer Association of Canada (CCAC), 5 Place Ville Marie Suite 1230, Montréal, QC, H3X 1C7, 514 875-7745 ext. 223, www.colorectal-cancer.ca, www.getyourbuttseen.ca