Although colorectal cancer affects more people in Puerto Rico than any other form of the disease, there seems to be a reluctance to openly address the issue. People behave with certain prudishness regarding these parts of the body, in marked contrast to what has become a very public discussion of breast cancer.
Therefore, we created a campaign for The Colorectal Cancer Coalition of Puerto Rico using imageries of “the other cleavage” to help lift the veil of social discomfort when talking about colorectal cancer.
The Colorectal Cancer Coalition of Puerto Rico is a non-profit organization created with the purpose of educating, endorsing and promoting the prevention of colon and rectal cancer in the population at risk for the purpose of creating awareness towards the early diagnosis and treatment of the condition.
As part of the campaign, people were encouraged to share photos of their posteriors (a person’s buttocks) – also called “buttfies” – as a way of starting a conversation about this pressing health matter.
*A buttfie is a self-portrait photograph, typically taken with a smartphone which may be held in the hand or supported by a selfie stick.