American Cancer Society Targets Women, Doctors

ATLANTA The American Cancer Society will launch a $12 million ad campaign today urging people to get tested for colon cancer, the organization said.

The work includes national television, radio and print ads and will require most of the society’s advertising budget for the year, said Greg Donaldson, vice president of corporate communications for the ACS.

The campaign is directed at women over the age of 50 because they make most family decisions about medical attention and maintenance, Donaldson said. It also targets physicians because they have the greatest influence on people’s healthcare decisions.

The first ads launch today on broadcast and cable television networks and will continue through the end of May. March is National Colorectal Cancer Awareness Month. A print component aimed at doctors also begins this month in trade publications such as American Family Physician and JAMA, urging doctors to recommend testing for older patients. Those ads will continue through August.

In March, the campaign expands to include six months of print ads in consumer magazines such as American Legacy, Ebony, Essence and Oprah and three weeks of radio ads on the nationally syndicated The Tom Joyner Morning Show.

Independent Atlanta shop T.G. Madison created and produced the ads.