Physicians Start Ad War On Butt Cancer

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By: Dwayne W. Waite Jr.

Seeing a billboard like that on the way to Opening Day might make one think twice about a ballpark frank, right? At least that is what the Physicians Committee for Responsible Medicine (PCRM) hopes. The organization has recently released a series of ads that take on the issue of health and processed meats. Chicago was the city PCRM chose for the "butt cancer" ad due to the high rate of colon cancer in Illinois men, and a recent survey revealed that 39% of Americans do not know what the colon is.

According to the Chicago Tribune, Indianapolis and Miami received ads as well, but nothing as direct as the billboard in Chicago.

The PCRM is a nonprofit health organization that promotes preventive medicine, conducts research, and encourages ethics in research. On its website, it points out that it is not a site meant for medical or legal advice. It's an advocacy group, essentially, and it is going up against Big Food. Will Big Food take it lightly? Not a chance. The National Hot Dog & Sausage Council (yes, it's a real thing), which is part of the American Meat Institute (again, a real thing) called the PCRM a "pseudo-medical animal rights group" and mentioned that the PCRM engaged in the stunt in order to pursue its vegan society agenda. The AMI president then retorted that hot dogs are part of a healthy and balanced diet.

There are fewer things more exciting than a battle of words and creative. With the PCRM landing a solid jab at the hot dog, how will the National Hot Dog and Sausage Council respond? Will it take to the drawing board as well, or stick with its media response?

The AMI must tread carefully. Though it can concentrate on the American traditions that red and processed meats are seamlessly tied into, it cannot combat the PCRM strictly on the ground of health. True, red and processed meats have protein and minerals that are beneficial in our diets, and everything in moderation isn't going to kill you, but throwing the cancer card into the mix means for some focused messaging. If the AMI does decide to respond, we may see its approach to be more experience-based, than health-based, though it will add facts about the health benefits of meat.

Let the battle begin.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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