“Pick Up Your Poop” F Cancer’s New Campaign Encourages At-Home Colorectal Cancer Screening
Humorous PSA Highlights the Irony of Pet Owners’ Willingness to Handle Dog Waste While Avoiding Their Own Screening
COSTA MESA, Calif., March 18, 2025 /PRNewswire/ — Today, F Cancer, a non-profit dedicated to early cancer detection and prevention, is launching a Public Service Announcement (PSA) to encourage colorectal cancer screening for those 45+. Rolling out during Colon Cancer Awareness month, the campaign, titled “Pick up Your Poop,” raises the point that dog owners readily pick up their animal’s waste but remain squeamish about their own poop—in spite of the fact that taking a simple at home screening test can provide information that could help save their lives.
“Dog owners pick up their dog’s poop multiple times a day without a second thought,” says Heather Kun, CEO, F Cancer. “Yet, so many of us hesitate and are uncomfortable when it comes to our own health. At F Cancer, early detection is a key part of our mission; but to detect colorectal cancer you have to get screened. This campaign takes a humorous approach to an uncomfortable conversation, all with the goal of normalizing early screening and testing.”
The most common symptom of early colon cancer is no symptoms at all. And colorectal cancer has no limits— it can affect anyone. As colorectal cancer cases are rising among younger people and certain populations are more likely to be diagnosed at later stages1 (American Indians, Alaska Natives, Black and Hispanic Americans2), reinforcing the importance of early screening has never been more important. When caught in early stages, colon cancer is treatable in 9 out of 10 people3.
“Early detection is key to successful colorectal cancer treatment,” says Dr. Fola May, Associate Professor of Medicine at UCLA. “There are a variety of convenient and effective ways for people to screen for colon cancer from the comfort of their own homes and it could provide incredibly important information. I hope this campaign helps to shine a new light on early detection and encourages more people to take control of their health.”
The campaign takes a relatable, light-hearted approach to a serious conversation, all in the name of encouraging individuals 45+ to understand their risk factors and consult a doctor about screening options, including non-invasive, at-home stool tests, like the Cologuard® test.
Tied to the PSA is a website, pickupyourpoop.com, that features additional information about colorectal cancer screening, including details about at-home testing options and resources provided by F Cancer. Website visitors can even personalize the experience by uploading a photo of a beloved dog and, from there, an AI generator will depict their furry friend in a shareable video, urging the recipient to get tested, creating a shareable message encouraging others in their network to get screened.
The PSA will run across various media platforms, including broadcast television, digital channels, and social media.
This campaign is sponsored by Exact Sciences, the makers of the Cologuard test, and created in collaboration with the community, a global creative agency. PR is led by Dini von Mueffling Communications.
About F Cancer:
F Cancer is a non-profit organization dedicated to fighting cancer through early detection, prevention, and providing resources and support to individuals and families affected by the disease. F Cancer focuses on arming people with information and resources to take control of their health and supports colorectal cancer screening in community clinics across the country.
About Exact Sciences:
A leading provider of cancer screening and diagnostic tests, Exact Sciences gives patients and health care professionals the clarity needed to take life-changing action earlier. Building on the success of the Cologuard and Oncotype DX® tests, Exact Sciences is investing in its pipeline to develop innovative solutions for use before, during, and after a cancer diagnosis. For more information, visit ExactSciences.com, follow Exact Sciences on X @ExactSciences, or find Exact Sciences on LinkedIn and Facebook.
About the community:
The community is a global creative advertising agency founded in 2000 and with offices in Miami, New York, Buenos Aires and Mexico City. The agency is the creative and business partner for the new mainstream, growing brands through culturally honest creativity, and it has been recognized as a leader in the industry across Adweek, Ad Age, Campaign, and more. For more information, please visit: https://www.thecommunityagency.com.
Media Contact:
Katie Goulding
347-463-4377
392105@email4pr.com
1 https://www.screeninghasmeaning.com/
2 https://www.screeninghasmeaning.com/
3 https://www.screeninghasmeaning.com/
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SOURCE F Cancer
