In Nice, the League Against Cancer is relaunching the “Go shit” campaign on March 1st with eight public figures. Objective: to increase participation in screening for a cancer responsible for 17,000 deaths per year in France.
During this month of March, the League Against Cancer announced the return of the “Go shit” campaign. Eight personalities are participating in this 2026 edition: Franck Dubosc, Kyan Khojandi, Enzo Lefort, Mademoiselle Agnès, Marine Leonardi, Suzane, Paola Locatelli and Anthony Authié.
The eight participants pose in bathrooms in a photo series created by Charlotte Abramow. The campaign is carried by the BBDO agency. The slogan “Go shit” makes its return with a clear message: “Go shit. Tell those you love, it could save their lives.”
The photographic series adopts a pop aesthetic and an offbeat tone. The portraits show straight poses and direct camera gazes, in a mise-en-scène centered on the toilet room. The overall approach seeks to create an uninhibited atmosphere and shift focus to a preventive gesture carried out in privacy. The League Against Cancer is inscribing this operation within a broader mobilization strategy around organized screening.
A simple test still shunned
Colon cancer is the second most deadly cancer in France with more than 17,000 deaths per year. Detected in time, this cancer is cured in 9 out of 10 cases. Screening is based on a home test. The procedure consists of a stool sample to be sent free of charge to a laboratory.
Women and men aged 50 to 74 receive an invitation from Social Security every two years. Yet, two-thirds of those concerned do not take the test. The campaign aims to lift the taboos linked to this screening.
The campaign is accompanied by an online solidarity shop opened since February 23rd on boutique-ligue-cancer.fr. T-shirts, mugs and “Go shit” tote bags are offered to the public. The profits are returned to the League Against Cancer to fund research programs. This variation also aims to extend the message beyond billboards and social networks.
As part of this operation, the Colon Tour will make a stop this Monday, March 2, 2026 at CHU Nice Pasteur 2 then the next day, Tuesday March 3rd at Antibes Juan-Les-Pins Hospital Center. This giant colon structure allows the public to be informed about screening.
The League Against Cancer, the leading independent associative funder of cancer research, brings together nearly 525,000 members and 11,800 volunteers within 103 departmental committees.
NicePremium is a free, independent local news outlet.
Help us keep going by supporting our work from €5 per month.
