The Irish Cancer Society have received a number of complaints about their new advertisement which shows a picture of a man along with the worlds: “I want to get cancer”.
The advertisement campaign has caused feelings of distress to some people affected by cancer.
Gráinne O’Rourke, the society’s head of communications responded to the criticism saying that the campaign aimed to encourage people to “understand” cancer.
The initial advertisement said “I want to get cancer and wring its bloody neck.”
The following advertisement featured the Irish Cancer Society logo.
“We spent two years in the planning for this. None of what has happened to date has been a surprise to us. We carefully thought this out. We’re not in the business of causing distress,” Ms O’Rourke said.
“We’ve designed this to be deliberately provocative so that it will have people sit up and listen and take cancer seriously. There is an epidemic which, in many instances, does not need to exist.
“Is it logical to say that the Irish Cancer Society wants people to get cancer? No, of course it isn’t. But what we do want is people to understand it so they can fight it.”
Ms O’Rourke confirmed that there has been negative comments left on the society’s Facebook page under the campaign advertisement.
Those backing the campaign include RTÉ 2fm presenter Louise McSharry and former Irish rugby international Tony Ward, both of whom are cancer survivors.
Irish Patients Association spokesman Stephen McMahon has stated that the methods of raising awareness in the campaign were “not ideal”.
“I think it’s unfortunate that on such an important issue that a campaign has to be explained for people to understand it.
“The people we’re trying to help should be kept to the fore in our decision-making about any public campaigns. It’s not the ideal way to go about it when you’re dealing with patients and families who have travelled that journey,” he said.