France campaign uses bold slogan to break colon cancer screening taboo
A new awareness campaign in France aims to normalise discussion of colon cancer and encourage more people to take part in screening. Led by La Ligue contre le cancer, the initiative is part of the “Mars bleu” month dedicated to colorectal cancer prevention and uses a deliberately provocative slogan to capture attention. The association is relaunching the message “Va chier” to shock, make people smile and push the public to confront a disease that remains the second deadliest cancer in the country. The campaign features eight public figures, including comedians and musicians, whose portraits will be unveiled at the start of March to maximise visibility.
The organisation stresses that colon and colorectal cancer can be cured in about nine out of ten cases when detected at an early stage. Yet more than two thirds of people over 50 who are eligible for screening do not do it, even though the test is free, simple and based on a stool sample to detect traces of blood. According to figures from La Ligue contre le cancer, more than 47,000 new colorectal cancer cases are diagnosed each year in France and the disease causes over 17,000 deaths annually. The cancer often develops without obvious symptoms at first, which makes systematic screening crucial.
One of the main obstacles identified by the association and partner foundations is the taboo around talking about bowel habits and stool. A study by the Fondation ARC found that discussing stools remains taboo for more than half of French people, and for over 60% of those aged 45 to 54. This embarrassment limits conversations about screening within families, which are often key moments when relatives could remind each other to get tested. Health authorities also point to lifestyle factors that can promote the development of colorectal cancer, such as a diet rich in fat and red meat, lack of physical activity, excess weight and heavy consumption of tobacco or alcohol.
Public health bodies, including the Institut national du cancer and the health insurance system, use “Mars bleu” to repeat that men and women aged 50 to 74 without particular symptoms or major risk factors should carry out a screening test every two years. The renewed campaign seeks to turn the controversial slogan into a way to start frank conversations, reduce discomfort and, ultimately, increase the share of eligible people who accept the test. By combining shocking language, humour and data on survival rates, La Ligue contre le cancer and its partners hope to save thousands of lives each year through earlier diagnosis.
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