An Exact Sciences-sponsored ad has enlisted a talking dog to encourage pet-loving Americans to get tested for colon cancer.
The company, which sells the stool-based colorectal cancer screening test Cologuard, has partnered with the nonprofit F Cancer for the “Pick Up Your Poop” campaign. Targeting pet owners, the campaign asks why people readily pick up their dogs’ poop while putting off handling their own stools to get tested for colorectal cancer.
F Cancer has created a public service announcement in both English and Spanish, to get the message across. The video starts with a dog, shot from behind, in the familiar squatting position that tells pet owners it’s time to grab a poop bag. After a few seconds, the dog looks over its shoulder and locks eyes with the camera.
“You humans have been picking up our poop for years. Well, now it’s time for you to pick up your own to get screened for colon cancer,” the dog says. “I get it, you’re scared of your own poop, but colon cancer is way more scary.”
As the dog noisily continues the bowel movement, it goes on to explain that, “for people at average risk, with stool-based tests, it’s easier to detect it early.” All you have to do is poop in your own bathroom—another canine pipes up to clarify “not on the rug”—before collecting the sample and sending it to a lab.
After finishing its business, the dog says, “If you don’t get screened, then you’re gone. And who’s going to pick up my poop?” while the camera zooms in on the dog’s face, giving viewers a clear look at a pair of heartstring-tugging puppy-dog eyes.
The dog signs off on a distinctly potty-mouthed note: “So, come on: Pick up your s*** and let’s f*** colon cancer,” it says while being wheeled away in a pet stroller, with the curse words muffled by barks.
The “Pick Up Your Poop” website includes a feature where visitors can upload a pet photo to create a personalized video. F Cancer is pitching the videos as a way “to convince a loved one to get screened for colorectal cancer” because they may be more likely to listen “to man’s best friend” than to a fellow human.
The cheeky PSA will run across broadcast television, digital channels and social media, according to a Tuesday announcement, and the overall campaign is aimed at people 45 years and older.
The U.S. recently reduced the start of recommended colon cancer screening from 50 years to 45 years, but uptake in the youngest cohort has so far been low, even amid rising rates of cancer in those under 50.
Aaron Bloomer, chief financial officer at Exact Sciences, said on an earnings call last month that the company continues to target younger individuals, including with “some new ads and marketing experiences” aimed at the demographic.