Today, Bumrun launched its first fully integrated campaign in support of its event on 25th April. The 5K run, traditionally held in Toronto, will be virtual this year and will seek participation across the country.
“Colon cancer is one of the deadliest cancers, but if it is caught early enough, it is one of the easiest to treat,” said Dr. Ian Bookman, founder of Bumrun. “That’s why it is so critical that people get screened for it regularly. 73 Canadians are diagnosed with colon cancer every day, and 26 die.”
The campaign from Toronto agency Good&Ready includes a 30 second TV execution as well as a 45 second video, ‘bummerangs’ and animated social posts for online.
“Even though colon cancer is a serious disease the Bumrun has always been a fun event, so the campaign is light-hearted,” added Alan Madill, co-founder and creative director at Good&Ready. “People avoid getting screened because they are embarrassed. We think the best way to counter embarrassment is with a dose of humour. The TV and video executions are simplicity itself. You see a series of bums, in close-up, running, with Offenbach’s ‘Can Can’ playing throughout. But the singers have one lyric: 'bum'.”
The audio was done by Pirate Toronto, the video was shot by Jesse Blight and the post work was handled by Married to Giants and Wingman.
The campaign will run on TV, Facebook and Instagram. All executions drive to the website where participants can register. The run is virtual this year but participants are expected to record their runs on their own fitness apps. In addition, runners are directed to get selfies of themselves in front of Bumrun posters displayed in the windows of participating retailers.