American Cancer Society Colon Cancer Awareness Campaign
Background As part of its continuing effort to raise awareness about colon cancer, the American Cancer Society (ACS) launched a campaign targeting African American (AA) and Hispanic men and women in California, promoting the importance of early colon cancer screening.
Objectives
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Increase awareness about the importance of early colon cancer testing to the AA and Hispanic communities
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Produce a “call to action” for individuals to receive colon cancer testing
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Influence families to openly engage in discussions about colon cancer
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IPosition ACS as a primary source for information about colon cancer
Target Audience
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Primary- AA and Hispanics ages 50 + that have never received colon cancer testing or do not receive regular testing
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Secondary- Families, friends, and caregivers of the primary audience
Strategies
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Identify campaign spokespersons
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Identify community-based organizations and events in California to distribute campaign collateral material
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Enlist the support of community and local government leaders
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Execute city partnerships
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Conduct media relations
Tactics
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Use selected leaders and spokespersons to spread the word on the importance of early screening for colon cancer in the African American and Hispanic communities
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Distribute Spanish-language and English-language brochures with relevant images and information about colon cancer screenings at city events, city locations such as city halls, police department, health departments, etc.
Implementation
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Well-known African Americans and Hispanics lent their name and time to discuss the campaign on broadcast media such as Pat Tobin, president, of Tobin & Associates and ACS spokesperson Felix Aguilar
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Secured spokespersons appearances on TV and radio public affairs shows
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Partnered ACS with Harley-Davidson Motor Company and developed church fans with images of spokespersons and ACS colon cancer messages then distributed them to a captive audience via faith based organizations
Results
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Generated 2,837,300 print, broadcast media impressions
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Distributed 20,000 fans throughout the State of California
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Established five city partnerships and distributed approximately 3,000 collateral items
