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Colorectal
Cancer Awareness Campaign Launched
To mark the first day of Colorectal Cancer Awareness month,
the Northern Cancer Research Foundation (NCRF), in collaboration
with Regional Cancer Care at the Thunder Bay Regional Health
Sciences Centre, has once again embarked on its Colorectal
Cancer Awareness Campaign.
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The Bottom Line campaign aims to increase
awareness and change behaviour in men and women over
the age of 50, and to encourage people to think about
prevention, a healthy lifestyle, and getting tested
for colorectal cancer. "In our cancer control system,
our messages consistently focus as much around high
standards in treatment and service delivery as they
do around prevention and maintaining a healthy lifestyle,"
stated Michael Power, Vice President of Regional Cancer
and Diagnostic Services. "In our region, the incidence
of colorectal cancer is increasing as our population
ages and we must focus our efforts to increase awareness
around this issue. Through initiatives like The Bottom
Line we are committed to aggressively addressing these
challenges." |
In 2005, Cancer Care Ontario (CCO) completed a pilot project
for colorectal screening and is working with the Ontario government
on a proposal for a province-wide program using the Fecal
Occult Blood Test (FOBT). The need for a colorectal cancer
screening program was first identified in the Ontario Cancer
Plan, which was constructed by CCO in collaboration with regions
across the province to identify gaps in care and service delivery
in the cancer system.
"In 2005, more than 3,000 men and women were expected
to die of colorectal cancer," said Dr. Linda Rabeneck,
Regional Vice President for Cancer Care Ontario and Cancer
Program Chief for Toronto Sunnybrook Regional Cancer Centre.
"It is the second leading cause of cancer death in men
and women. Many of these deaths are preventable if patients
are made aware of common symptoms, and, most importantly,
are screened appropriately.
The FOBT is currently available at all clinics and healthcare
facilities. Additionally, the colonoscopy and the sigmoidoscopy
screening tests are also used to detect any abnormalities
that may be, or may lead to cancers.
In Northwestern Ontario, colorectal cancer is on the rise.
In the next ten years, it is projected to rise by 25 per cent,
affecting both men and women. The highest target group is
people aged 50 and older, especially in those with a family
history present.
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Through The Bottom Line messaging to address eating
habits, lifestyle, regular screening tests, and understanding
your family history, Regional Cancer Care and the NCRF
are hoping to bring awareness of colorectal cancer into
the minds of the people of Northwestern Ontario. "There
are no early symptoms for colorectal cancer, which is
why regular screening is important," said Alison
McMullen, Director of Preventive Oncology. "When
found early, colorectal cancer has a 90 per cent cure
rate, but in Northwestern Ontario, only six to eight
per cent of the population have ever been screened for
the disease. So, our goal with this awareness campaign
is to increase screening rates. We want people who are
50 and over to ask their doctor about what they can
do to prevent colorectal cancer." |
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Pat Cataldo is very pleased that The
Bottom Line campaign has been created for Northwestern
Ontario, as she is both a nurse and a colorectal cancer
survivor, and a strong advocate for awareness and screening.
She was also a member of the Colorectal Cancer Secretariat
this past year, a group of healthcare professionals
and patient representatives that worked on colorectal
cancer initiatives for the Ontario Cancer Plan-Regional
Cancer Plan project. "When they called me and requested
my participation in pulling together the Regional Cancer
Plan, I was really interested and excited about how
they were going to do this in our area," she said.
"As the plan developed I saw how they were really
focused on awareness and screening, which is what this
area needs. My cancer was discovered through both an
FOBT and a colonoscopy, originally booked because of
my family history, and if I hadn't had those done, it
would have been discovered much later." |
As with the successful 2005 campaign, the creative design
team addressed the need to create the awareness of colorectal
cancer in an eye-catching and humorous way, and they came
up with The Bottom Line multimedia approach that includes
posters, print advertising, 'floor minders,' (3 feet long
adhesive strips with the campaign messages), radio messages,
and a television commercial.
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Along with the targeted prevention
message from the cancer program, both the colorectal
and prostate awareness campaigns are strongly supported
by the NCRF. "We have always worked closely with
the cancer care program in Northwestern Ontario,"
stated Glenn Craig, President and CEO of the NCRF. "We
have maintained our commitment to the people in the
region to ensure that everything we do is designed to
provide education, awareness, and improved cancer care
throughout Northwestern Ontario. As always, 100 per
cent of the funds and donations we receive stays right
here to benefit the people in Northwestern Ontario." |
For more information, please visit www.ncrf.on.ca/thebottomline.
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Click on the above thumbnail images to view the individual
Bottom Line Campaign posters.
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