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The Giant Colon comes to MaRS
The giant colon: Raising awareness on a complex problem
In 1995, Barry Stein was handed a death sentence. Diagnosed with colorectal cancer that had spread to his liver and lungs, he was not expected to survive the decade. However, after nine surgeries and intensive rounds of drug treatment, for the last seven years, Stein has been given a clean bill of health.
As president of the Colorectal Cancer Association of Canada (CCAC), Stein has turned his brush with death into a force for education, traveling the country spreading the message that colorectal cancer is “the only cancer that’s preventable.”
The hook Stein uses, however, is entirely unique: a 40-foot, inflatable colon that visitors walk through to get a sense for colorectal diseases. “The intention is to demystify the disease,” he says, “so we do it in a way that appeals to everybody.”
Indeed. The kids race through the Giant Colon listening to puppet doctor Dr. Preventino describe a healthy diet through flat-screen monitors, while older visitors are reminded of the importance of getting screened regularly.
The Giant Colon has traveled across Canada making pit stops at malls, hospitals and trade shows. Thousands of people have entered the colon, giving people a bizarre talking point to begin a serious conversation. “People are nervous talking about this,” says Stein. “We’re giving people the ability to start talking about it.”
The CCAC’s work doesn’t stop at the Giant Colon. They run the highly successful Cancer Coach program, which partners volunteers up with cancer victims who need support and advice.
They have also designed another campaign focused more on adults. “Get Your Butt Seen,” is a campaign that has appeared in subways in Toronto and Montreal. Visitors go to the website and send pictures of bums to friends with a helpful reminder to get screened. “It’s pretty provocative,” says Stein, “but we need to get the message across. We’re a communications firm.” Entrepreneurs working in the research should heed this advice; sharing the complex process of science with the public is difficult, yet integral to securing funding and raising awareness of your message.
As for the Giant Colon, you’ll be able to see it yourself this Saturday May 8 in the MaRS Atrium from 11 am to 4 pm in conjunction with city-wide science festival Science Rendezvous. In addition, meet MaRS researchers and tour labs belonging to the Ontario Institute for Cancer Research and the University Health Network. Bring your kids and let them experience the Giant Colon for themselves.
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Joseph Wilson @ MaRS
Joseph is currently an education advisor at MaRS. He also writes on issues of technology and culture for NOW Magazine, the Globe and Mail, Spacing and Yonge Street. He is the Executive Director of the Treehouse Group, dedicated to fostering innovation by hosting cross-disciplinary events.
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