Aurora Health Care launches humorous PSAs about serious medical issues

MILAWAUKEE, Wis. A regional healthcare system is taking a humorous look at a serious disease.

In recognition of National Colon Cancer Awareness Month, Aurora Health Care, the Milwaukee-based, non-profit healthcare system, is using a TV and radio campaign to remind men and women of the importance of colorectal screening, but with a lighthearted approach.

The campaign includes a public service announcement showing a woman telling her “son” that he’s old enough to have “the talk” and needs to be protected. But at the end, viewers see that the “son” is her husband, and she is telling him to get a colorectal exam.

“We wanted to take a lighthearted approach to remind people, especially men, to get tested in hopes that it would reduce some fears, but remind people of the importance of colon cancer testing,” stated Kimberly Welch, Aurora VP corporate affairs . “While the approach is humorous, the message is important and serious.”

About 112,000 people are diagnosed with colon cancer every year, in addition to the 41,000 diagnosed with rectal cancer, according to the American Cancer Society.