American Cancer Society - Colon Cancer Awareness Campaign
Client: American Cancer Society
Project: 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
- Increase awareness about the importance of early colon cancer testing to the AA and Hispanic communities
- Produce a “call to action” for individuals to receive colon cancer testing
- Influence families to openly engage in discussions about colon cancer
- IPosition ACS as a primary source for information about colon cancer
Target Audience
- Primary- AA and Hispanics ages 50 + that have never received colon cancer testing or do not receive regular testing
- Secondary- Families, friends, and caregivers of the primary audience
Strategies
- Identify campaign spokespersons
- Identify community-based organizations and events in California to distribute campaign collateral material
- Enlist the support of community and local government leaders
- Execute city partnerships
- Conduct media relations
Tactics
- 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
- 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
- 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
- Secured spokespersons appearances on TV and radio public affairs shows
- 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
- Generated 2,837,300 print, broadcast media impressions
- Distributed 20,000 fans throughout the State of California
- Established five city partnerships and distributed approximately 3,000 collateral items
