France’s ‘Va Chier’ Mars Bleu Campaign Uses Celebrity Shock To Boost Colorectal Screening

Overview

• Launching March 1, the Ligue contre le cancer unveiled posters of eight public figures posing by toilets with the blunt slogan to push screening among 50–74 year‑olds.
• Social media feedback has been divided, with critics calling the wording vulgar or disrespectful and others praising the direct appeal.
• Only about one‑third of eligible people currently complete screening, and modeling suggests 65% participation could prevent roughly 5,700 cancers and 6,600 deaths each year.
• The test is a simple stool sample done at home, available free in pharmacies or from doctors or online, and experts say early detection can avoid heavy treatments by removing precancerous lesions.
• The campaign is paired with a regional Colon Tour running through March and early April, with scheduled stops including Jonzac, Périgueux, Arcachon, Lormont, Bordeaux, Mauléon, Saint‑Jean‑Pied‑de‑Port and Anglet.