Luckily it happened after lunch. In fact the 90-second live broadcast of a colonoscopy was broadcast on Britain’s Channel 4 at 3.25 in the afternoon. Behind the unorthodox TV ad were the agency Anomaly London and Cancer Research UK, which wanted to draw attention to the benefits of regular screening, as well encourage donations towards research into new forms of testing and treatment.
Anomaly has worked with the client since 2015 and the broadcast – which may be a world first – is part of a wider campaign called Right Now, which explores the daily reality of cancer for sufferers and medical staff.
The surgery seen by viewers involved removing two bowel polyps, which are common but can become cancerous if left untreated. The doctor undertaking the surgery provided a live commentary. The images were also streamed live on the charity’s Facebook page and the broadcaster’s social media platforms. The ad was an original way of drawing attention to the subject, while guaranteeing a “halo” effect of press coverage that took the message far beyond the 90-second event.
Titre Live Colonoscopy
Agence
Anomaly New York
Campagne
Colonoscopy
Annonceur
Cancer Research UK
Marque
Cancer Research UK
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Date de première diffusion/publication
Uniquement pour les abonnés
Secteur d'activité Uniquement pour les abonnés
Slogan Uniquement pour les abonnés
Type de média
Télévision
Longueur
Responsable de la publicité (annonceur)
.d A...l Uniquement pour les abonnés