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Up Yours is an integrated campaign that targets Millennials by promoting and encouraging the younger generation to get screened for colorectal cancer using humourous conversation about an uncomfortable subject. A recent survey found that 81% of Millennials have or would be willing to do anal sex. If Millennials are comfortable enough in the bedroom, shouldn’t they be comfortable enough in the doctor’s office?

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Insight: People born after 1990 are 2x as likely to develop colorectal cancer, there's an increasing worry to their lack of care towards it.

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Billboard

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Online Activation

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Credit

Kass Palter: Ideation, Design

Dylan Kloek: Ideation, Copywriting, Activation design video + design +writing

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