Commuters riding the buses in Chicago are about to see a whole lot more butts, but it’s all for a good cause. Meredith’s Miracles, a charity established to raise awareness about colon cancer and rectal cancer, covered the backsides of Chicago’s buses with bums that invite commuters to get their colons checked.
Colon cancer is currently the second-most deadly cancer in the U.S. Regular rectal exams, however, drastically increase the chances that this cancer will be diagnosed and treated in time for a fall recovery. Last year, 136,830 people were diagnosed with the disease in the U.S.
FCB, an award-winning international advertising and marketing agency, designed the eyebrow-raising but well-intentioned ad campaign.