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LERMA Creates Campaign to Raise Awareness During Colorectal Cancer Awareness Month
Liz Unamo| 5 de marzo de 2020
Balloon Man
In recognition of Colorectal Cancer Awareness Month this March, LERMA, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America, is proud to announce the #SafeWordColonoscopy campaign. The awareness campaign, which began on March 1, uses magical acts, radio public service announcements (PSAs), billboards and social media to spread the word about the importance of people getting colonoscopies to save lives. LERMA created the campaign for the Colon Cancer Coalition in an effort to encourage preventive colon health. The campaign is centered around the word, “colonoscopy,” to increase awareness that the magical word can save lives.“Colon cancer is the third most common cancer in America,” said Flor Leibaschoff, director, brand creative at LERMA, who lost her brother to colon cancer late last year. “The #SafeWordColonoscopy campaign is a powerful way to highlight the importance of colonoscopies. As an ad agency, LERMA knows the power of raising awareness through joint efforts like the #SafeWordColonoscopy campaign, and we hope it will help to save lives.”The campaign’s radio PSAs include individuals who are in challenging situations, and use the safe word, “colonoscopy” to get out of the bind. In one PSA, a secret agent is discovered during a stakeout and says “colonoscopy” to get rescued. In partnership with Match.com, which owns OurTime, a dating app for mature men and women, the campaign features social media posts that seek to make #Colonoscopy a trending topic. Examples of the content include, “What’s your sign? Oh, I’m colonoscopy too.” or “What are you doing on Friday? Let’s colonoscopy.” The #SafeWordColonoscopy campaign also has been showcased on a video billboard in Times Square (1500 Broadway), New York City. The 10-second message will be shared a minimum of three times each hour 22 hours a day throughout Colorectal Cancer Awareness Month and into April.Following the magic theme, the Academy of Magical Arts is collaborating on the noble cause by allowing two magicians, Norberto Jansenson and Hillel, to perform at the Magic Castle in Los Angeles. The magicians attempt daring performances and replaced their usual “magical” word with “colonoscopy” as part of their acts. One example includes Hillel—Mr. Balloon ManTM, who, for the first time in his 30-year career, writes “colonoscopy,” instead of “help,” to be rescued from inside of a balloon with little air.
