


COLON CANCER AWARENESS CAMPAIGN
People often feel uncomfortable when they hear the word "cancer" and refuse to learn more about the importance of prevention. So, instead of setting up a typical information kiosk with a promotional team distributing leaflets, we enlisted street artists who perform as living statues. These artists dress in unique costumes and remain still for long periods, only moving when a passerby leaves money in front of them. In our campaign, we created a stand in front of the artist’s pedestal with the message: “Don’t give money. Take a leaflet, and I will change my posture. Maybe you will too!” The prompt was based on a pun: the word "posture" has two meanings in Greek: it refers to both "body stance" and "attitude."
A stack of leaflets was placed at the stand, and each time someone took one, the artist would shift his posture. Inside the leaflet, there was information about colon cancer, starting with the message: “Change your attitude towards cancer. Don’t let it scare you. It can be defeated today, provided you act in time.” As a result, the artists were constantly surrounded by a crowd of people. The leaflets were distributed so quickly that we had to print more on the same day. Stands with mime artists were set up at several locations throughout Athens. The public received the message about the "posture change" towards preventive medical examinations for cancer in a way that was captivating, original, and, above all, effective.