A new effort to raise awareness for Colorectal Cancer Canada revolves around “baring cheeks for cheeks” and an abrupt end to epic facial hair long in the making.
“Shave Dave” is a month-long effort coinciding with Colorectal Cancer Awareness Month. The facial hair actually belongs to Dave Lamarche, a Québec-based art director with longtime agency partner Ogilvy, who boasts a beard measuring 16.27 inches, and who’s vowed to shave it all off on April 2 for the cause.
Gavin Drummond, Ogilvy’s chief creative officer, Québec, says beards have increasingly made their way into the public consciousness, whether it’s via playoff beards sported by NHL players or recently NFL star and Taylor Swift beau Travis Kelce, or the various oils and facial hair styles oft-associated with millennials.
“It’s rooted in something that’s going on in culture… with stopping power,” Drummond says. “It’s kind of like Movember, except Dave’s beard is doing all the heavy lifting.”
“Colorectal Cancer is Canada’s second-deadliest cancer, so this is obviously a serious issue,” Drummond says. “But we think that by treating the subject lightly, we’re much more likely to get people to take notice. Plus, we get to answer that time-honoured question: is it really possible for a beard to be an influencer?”
The client wanted the campaign to deliver certain facts, like that it’s 90% curable, Drummond explains, but has been on board with and very open to pushing the envelope and taking risks.
People can experience compassion fatigue, so it’s important to be able to really break through, he adds.
What’s new about this work, is recruiting companies to participate, something the organization says can save thousands of lives.
The pro bono campaign runs nationally – with Lamarche speaking in first-person to a Quebec audience – and includes OLV, radio, digital OOH, online banners and social media ads. Media was donated by Bell Media and La Presse. Later this month, LinkedIn will be tapped to push the message.
