The second deadliest cancer in France has a 90% cure rate when caught early. Two thirds of people over 50 who should be screened are not. The awareness problem was a mix of ignorance and embarrassment.
Vincent Leorat, our VP: “Our feeling was that we’re hitting several walls, indifference to campaigns that don’t stick, and an omerta around a subject left to private life. For people to talk, we had to make the communication itself become the subject people talk about.”
The solution: “Va chier.” Vulgar enough to stop a scroll. Direct enough to make the action legible. Sandrine Jobbin, Director of Institutional Communication at the Ligue: “Faced with the observation that the colorectal cancer screening rate is too low, we felt it was necessary to really put our fist on the table.” We launched on March 1, 2025. 90% of survey respondents said the campaign “has the merit of talking about a subject we don’t talk about enough.” 77% said it could “encourage them to tell their loved ones to get screened.” Donations to the Ligue rose 30% during the campaign period.
