The Background & Ask
According to the National Cancer Institute (NIH), colorectal (colon) cancer has been on the rise with people under the age of 50 at an alarming rate. By 2030, early-onset colorectal cancer (EOCRC) is expected to become the leading cancer-related cause of death for people age 20 to 49. Colon cancer in younger individuals is more advanced and more difficult to treat.
Due to the alarming rise of colon cancer with young people, the Medical College of Wisconsin partnered with Sensis to conduct a public health awareness campaign to get people to get screened.
The Cultural Context
People have been trained to only think about colon cancer when they are closer to 50 years of age, and historical guide lines have recommended colonoscopies at 50. Because of this, young people generally do not think about colon cancer, and they believe they are immuned to this disease. So we created a public health awareness campaign that had relevant messaging and could garner the attention of this target audience.
Creative Concept: This Sh*t Has Never Been So Important!
Utilizing some colloquial expressions and iconic visuals – with a mildly humorous tone to grab attention, we made a powerful connection with our audience. This cleverly communicated to them how critical the situation is with colon cancer now affecting younger people, and how important their role is to detect it and stop it.
As CRC continues to rise, it’s time for them to take this seriously and be responsible about it.
Based on the geographic areas and the need to target specific high-risk audiences, Sensis aired a digital-first strategy paired with broad reach out-of-home media.
Results
Throughout the months of June and August of 2023, we garnered 8.2 million impressions from digital tactics and 26.7 million impressions from OOH tactics.
Agency: Sensis