Every year, more than 17,000 people die from colorectal cancer in France. And yet, when caught early, the disease can be cured in 90% of cases. Screening is simple, quick and free. Still, only one in three people over 50 actually take the test.
To break through the silence, La Ligue contre le Cancer and DDB Paris chose bluntness over caution. In March 2025, colorectal cancer awareness month, they launched “Va chier.” A stark line that draws a clear parallel: getting screened is easy, and the impact can be life-changing.
4.85 million impressions generated
210,000+ interactions
€1 million in earned media value
Awards: Club des DA 2025 (Gold, Copywriting & Audio (Press) – Silver, Outdoor / OOH – Silver, Public Interest) // Grand Prix Stratégies de la Publicité 2025, Silver (Public Interest) // Grand Prix Stratégies de l’Influence 2025, Gold (Responsible Communication) // Grand Prix Stratégies de la Santé 2025, Gold + Grand Prix // Effie Awards 2025, Gold (NGO / Positive Change)
