2026 Winner

CASE SUMMARY

The Fondation Digestive is a Quebec-based organization raising awareness about colorectalcancer. The foundation wanted to encourage Quebecers to take a stool sample test in a simple and modern way.

Colorectal cancer is the second deadliest cancer in the world – but also the most preventable. For Colorectal Cancer Awareness Month (March), the Fondation Digestive exploited the fact that everyone uses their phone in the bathroom.

“Scanitary Paper”: a toilet paper roll with a QR code printed on every sheet that can be scanned with a phone to book a stool screening appointment.

The Fondation Digestive’s toilet paper was distributed throughout Quebec in busy locations frequented by people most at risk of developing colorectal cancer.

A PR strategy accompanied the launch of the campaign along with a video explaining the idea, which was posted on the Foundation’s social media channels. Rolls of toilet paper were also sent to influencers followed by their target audience to maximize the campaign’s visibility. Each QR code on the sheets of toilet paper, as well as those visible in the videos, could be scanned to book an appointment for a stool sample test.

The campaign quickly caught the attention of Quebecers and traditional media, generating over 6,000% in earned media compared to the initial investment. With over 625,000 QR codes printed and distributed in restrooms across Quebec, the campaign reached more than 5.5 million people.

During the campaign, there were 6,700 more screenings than in the previous six months. But more importantly, “Scanitary Paper” can save lives.

Credits

Company Credits
CREATIVE AGENCY: LG2
CLIENT: Fondation Digestive
PRODUCTION COMPANY: Nova Film
POST-PRODUCTION COMPANY: Nova Film - Studio Element
SOUND STUDIO: Circonflex
MEDIA AGENCY: Challenge Media
PUBLIC RELATIONS AGENCY: TACT

Agency - LG2
CHIEF CREATIVE OFFICERS: Luc du Sault,
CREATIVE DIRECTION: Éric Chavagnac
COPYWRITING: Félix-Antoine Belleville
ART DIRECTION: Olivier Caron
STRATEGIC PLANNING: François Giroux
CLIENT SERVICES: Isabelle Miville, Camille Sauvé
PROJECT MANAGEMENT, PRODUCTION: Julie Pichette
AGENCY PRODUCTION: Stéphanie Gagné, Claudine St-Pierre
MOTION DESIGN: Daniel Martinez-Mendoza
GRAPHIC PRODUCTION: Olivia Lapierre-Fortin
Production Company - Nova Film
PRODUCER: Alexis Dubosc, Samuel Petitclerc, Emeline Georges
DIRECTOR: Nicolas Brassard Asselin
DOP: Nicolas Brassard Asselin

Post-production Company - Nova - Studio Element
PRODUCER: Andreanne Beliveau
EDITING: Louis-Phillipe Gagné
COLORIZATION: Martin Vignon

Sound Studio - Circonflex
ENGINEERING: Dominic Cabana
Media Agency - Challenge Media
Marilou Bédard, Partner
Shanie Bédard, Partner

PR Agency - TACT
Jenna Dubé, Director
Mara Hannan-Desjardins, Advisor
Claudia Ntihinyuka, Advisor

Client - Fondation Digestive
Sarah-Line Beaulieu, Managing Director
Dr. François Letarte, Colorectal Surgeon