Pick Up Your Poop Campaign

About This Project

Summary

“Pick Up Your Poop” is a tongue-in-cheek public service announcement from Exact Sciences and F Cancer, launched during Colorectal Cancer Awareness Month. It flips the narrative—dog owners handle pet waste daily but avoid stool-based cancer screening—and features a lovable canine spokesperson, bilingual digital extensions, and shareable videos. The campaign destigmatized testing, raise awareness about screening options like the Cologuard® test, and drive average-risk adults 45+ to get screened.

Goals & Objectives

Encourage average-risk adults 45+ to get screened by reducing the “ick” barrier associated with stool-based colorectal cancer screening. Build awareness through humor, deliver brand lift and site engagement, spark use of the bilingual AI dog video tool, and strengthen advocacy partnerships.

Results & Impact

The PSA achieved standout digital performance: higher ad recall, favorability, and click-through rates across general and Hispanic audiences. With 208K site visits and national and trade media coverage, “Pick Up Your Poop” proved humor can break barriers to colorectal cancer screening.