A fresh ad campaign from an Israeli nonprofit sports two thong-clad butts bantering about colon cancer to raise awareness of the health benefits of colonoscopies.
The campaign’s signature YouTube video — “No ifs, and, or butts about it!” — urges Israelis over 50 to “get off their asses” and get their rear ends checked by a proctologist.
The clip features his-and-hers backsides, courtesy of celebrities Sivan Avrahami and Nitzan Sitzer, cracking jokes and trading quips about polyps.
“One out of every three people has polyps. Do the math, butthead,” the female derrière points out to her male counterpart. “That’s a big-ass deal!” she adds.
“You know I’m full of crap,” the male rear retorts, begrudgingly asking what to expect if the doctor finds that he does have a polyp.
“They remove it on the spot, and it’s all behind you,” her perky posterior explains.
The video concludes by stating that “a colonoscopy can save your life. Stop with the dumb-ass excuses and go get checked.”
According to Zav-Menia, the Hebrew name for the organization behind the advocacy campaign, only 30 percent of Israelis over 50 bother to get early detection colon cancer tests.
“Colorectal cancer is considered one of the leading causes of death in the Western world. In Israel we discover about 3,000 women and men with the disease each year,” Dr. Shlomo Lewkowicz, the group’s chairman, said in a press release. “[A] colonoscopy can detect tumors before they become cancerous. Colonoscopy is recommended… every 10 years, and more frequently if and when polyps are found.”
Colon cancer is the fourth most commonly diagnosed cancer in the world, and it is prevalent in developed countries.