New cases of colorectal cancer continue to rise in Hong Kong, making it the second most common cancer in the territory. Doctors are expecting that it will surpass lung cancer in the next ten years to become the most common cancer affecting our community.

A recent survey conducted by the Hong Kong Cancer Fund revealed that more than 20% of target respondents aged 50 or above had experienced possible symptoms of colorectal cancer, yet only 44% of them have followed up with their doctors. These findings suggest that it is common for the public to delay seeing their doctor despite experiencing unusual symptoms; a decision that prevents early diagnosis and treatment.

In order to increase the awareness of colorectal cancer, the Cancer Fund launched a mutli-media public education campaign to promote the importance of early detection. "If we can urge men and women over the age of 50 or those with a family history to get proactively get checked for colorectal cancer, we are likely to see a drastic drop in the number of related cases and deaths in the community," said Cancer Fund Chairman, Sally Lo.

To help communicate this message, Cancer Fund once again engaged Hong Kong celebrity, Mr. Alan Tam as their colorectal campaign spokesperson. Tam features in the Cancer Fund's very first colorectal TVC, using a visually-impressive and comical approach to educating the public.

The theme of this year's campaign focuses on illustrating the volume of food we consume during our lifetime, and the importance of regular screenings in order to prevent the start of colorectal cancer. Regular bowel check-ups are the best protection to ensure early detection.

For more information on the campaign, or to download education leaflets and booklets, please click HERE.