Colorectal Cancer Brief

James Perea & Michael Gregor

The Colon Cinema Concept

• Colon cancer screenings are often thought of as degrading and unpleasant.

• Cinema premieres are the opposite – they resonate excitement, entertainment and classiness.

Adding Value

• By transforming cancer screenings into film screenings, we take away the negative connotations and replace them with positive values associated with cinema.

• This change in perception (the glamorizing of colon cancer screenings) will help us to fight the embarrassment and nerves faced by our target audience.

Straplines

• To sum this feeling up, we came up with two lines, ‘Not The End’ & ‘Now screening at your local GP.’

• These reiterate the fact that getting screened early can lead to a longer, healthier life.

Research

• Our research showed us that our target audience lived in an era where cinema was far less accessible – this made visiting a classy affair.

• Cinema goers would dress smartly and etiquette was essential. People would be shown respect.

Tone of Voice

• To fully tap into the nostalgia of classic film, we decided our tone of voice needed to reflect these values:

1. Welcoming

2. Informative

3. Formal

Website

• Our website www.thecoloncinema.comimplements this tone of voice and is the information database we are driving our audience towards:

Scripts for Short Films

• The following are scripts for other short films similar to ‘The General’s Practice’ which all focus on the importance of acting early on the signs of cancer and how getting screened and treated could save your life:

Western Script

Script – Butch Cassidy and the Sundance Kid

Scene OneTwo cowboys walk out of an old-fashioned bank in a quiet South-American village. Butch is tall, fair, handsome and slick, his partner The Kid is also handsome but slightly smaller, darker and more rugged looking. They hastily walk round the corner, checking that nobody can hear their conversation.

The Kid: What do you think?Butch: I think you’re insane.The Kid: We can take ‘em. Butch: It’s not worth the risk.

There is silence as the two men lock eyes, unblinking for several moments, until...

Butch: I said, it’s not worth the risk—The Kid: —I heard ya’.Butch: (Pause) Then why are you givin’ me that look Kid? I seen those eyes before.The Kid: They’re no different to any bank back home. We can take ‘em.Butch: You reckon, huh?

The Kid nods his head once slowly, his eyes never leaving Butch’s.

Butch: You’re crazy, this is suicide. We can’t just walk in and out, we don’t even speak the language.The Kid: Don’t tell me how to rob a bank.Butch: They’ll block our every escape route. We’re wanted men, they’ll kill us for sure.The Kid: I can shoot our way out.

Butch looks away, clearly frustrated at first. When his gaze returns to The Kid, his expression is soft.

The Kid: Are you with me?Butch: I can’t Kid. I’m sorry. The Kid: You never took a man’s life, didya’ Butch?Butch: I’m not gonna take my own.The Kid: (Pause) I guess this is where we split paths then, huh partner?Butch: Yeah, I guess so. Take care, Kid.

The two men exchange a heartfelt handshake, then after a quick glance around, The Kid exits.

Scene Two

Butch is casually strolling through town when a paper stand catches his eye. His demeanour quickly changes; hurriedly he picks up a copy, pays the man, then takes a few paces before stopping to read the front page. It is clear that The Kid has been killed in a shoot-out with local authorities after attempting a bank robbery. Butch closes his eyes and breathes in heavily.

Butch: Kid... I never met a guy with more heart. Hell, you had the fastest hands in the West. Shame you weren’t so quick upstairs though partner... Christ, if you’d paid attention to all the signs, you’d be stood here with me now... I guess this is where we split paths then, huh partner? ...Goodbye, Kid.

Butch folds the paper and puts it in his pocket. After a pause for thought, he slowly begins to walk off into the distance.

“Act Fast Die Old” Script

Opening Shot- Our main character is a bit of a loner, he is leaning against a wall, his usual spot. He stands here, watching, observing the world around him. He is very angry at this world, he is lonely in this world. He feels he has nothing to live for. He “lives fast, dies young”.

His thoughts are heard- “here I am, doing nuttin with my life, I aint goin nowhere, but dang am I gettin there quick. What’s the use I hate everything about everything.”

Attractive classy looking young lady catches our main character’s eyes; she has caught his eyes for several weeks now, everyday at the same time. This is why he has chosen this seemingly depressing spot to stand-alone.

Our main character (kicking forward from the wall, flicking his toothpick away)- “Jeez lady, aren’t you ever going to say goodmornin.” Said cheekily and flirtly.

Young Lady-“well sir, with manners like that your lucky I ever smiled back at you.”

Our main character-“Now listen you hear darlin’, I don’t smile first to no one, I smiled back at you.”

Young lady-“oh really, is this so (chuckling unconvinced) so why don’t you just tell me what you’ve been doing, standing here, holding that huge, heavily supported wall there. It will stay up without you ya’know.”

Our main character-“oh yeah, so you’re not only real purty, your smart too. Well smarty pants I’ll tell you why I’ve been standing here if you’d be so kind as to let me buy you a coffee.”(Wraps his arm round her very casually)“Let’s just say, if I hadn’t have followed your signs I wouldn’t have been as happy as you will make me.”

The Closing curtain shot will be the main character and his new lady, sitting watching a sunset on top of a 50s car bonnet on top of a hill, very generic stereotypical ending sequence with the rolling credits having our taglines. “Not The End “ and“Now Screening at your local GP.” With our website, our Facebook page and our Eon page.

Print Ads• Classic advertising for films came in the form of posters, therefore we designed

some classic looking film posters to be placed in the following:

TV Guide

Newspapers

Gym

Gardening and Health Magazines

Bus Shelters

Cafes

Local GPs

Hospitals

Local Grocery Shops

Airports

Print Ad Placement

Social Networking War on Colorectal Cancer

• Research showed us that different age groups tend to use different social networking sites.

• We divided our strategy into a two pronged attack: direct and indirect.

Direct Approach

• Our target audience (age group 50-74) predominantly use the following social networking sites:

www.eons.comwww.tbd.com

www.eldersvoice.comwww.boomj.com

www.seniorocity.com

Direct Approach

• These websites work in a similar fashion to Facebook. You can upload photos and music, share information about yourself and join blogs to discuss almost anything.

• The main difference is that the design and blog subject areas cater for more elderly tastes, but the viral social networking concept remains the same.

Direct Approach

• As one lady on Eons describes:“We cannot discuss our medical problems or our relationships

with younger people. Here is where we get to meet people of our generation with whom we can communicate more freely. Also, given that we are communicating on the net,

this also gives us a sense of anonymity and privacy that we may be looking for.”

Direct Approach

• The key then is to create blogs on all these sites where people can discuss both classic film and colon cancer, ultimately being driven towards our website for more information.

Indirect Approach

• Another way to reach our target audience is through their children. Facebook is a great way of spreading messages amongst the younger generation who can then pass the message onto their parents and family.

Colon Cancer ‘Favourite Actor/Actress’ Facebook Campaign

Colon Cancer ‘ Favourite Actor/Actress’ Facebook Campaign

Colon Cancer ‘Parental Guidance’ Facebook Campaign

Colon Cancer ‘Parental Guidance’ Facebook Campaign

Colon Cancer ‘Parental Guidance’ Facebook Campaign

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