Embarking on a Mission of Early Detection and Community Engagement in Philadelphia’s Black Communities
Hired by the Colorectal Cancer Alliance, I unveiled the unspoken narrative of life's joys to combat colorectal cancer within Philadelphia's Black communities. Showcasing a fusion of advertising prowess and cultural empathy. The project was not merely about spreading awareness; it was an exercise in cultural understanding, empathy, and community engagement.
Independence Blue Cross (Independence) and the Colorectal Cancer Alliance (the Alliance) announced the launch of 45+ Reasons, a campaign to get more than 5,000 Black Philadelphians ages 45-75 screened for colorectal cancer to reduce the significantly higher incidence and mortality rates of Black Americans. The campaign supports the Cycles of Impact initiative launched by Independence and the Alliance in 2022.
The United States Preventive Services Task Force (USPSTF) lowered the minimum screening age from 50 to 45 in 2021. To ensure that the colorectal cancer prevention and screening messages reach those most at risk, the Alliance is launching a compelling new awareness campaign called 45+ Reasons. The campaign leverages authentic voices and stories to encourage Black individuals to seek information and screening options for colorectal cancer while breaking the stigma associated with the disease.
Strategy & Execution: A path of cultural attunement was chosen to resonate with the target audience within their living and recreational spaces, utilizing a tone and language that echoed familiarity and understanding. Rather than employing fear as a motivator, the strategy pivoted towards a more hopeful narrative. The central question posed was: "What do you have to live for?" This reflective inquiry was aimed at inspiring the community to consider the benefits of early screening, especially given the high treatability of colorectal cancer when detected early.
A unique approach of live, "man on the street" interviews was adopted, engaging with Philly natives to capture the essence of Philadelphia's vibrant and distinctive community. This method not only highlighted the personal stories and aspirations of individuals but also fostered a genuine connection and dialogue around the critical topic of early cancer
We also launched highly targeted radio spots across Philadelphia
This campaign illustrated my prowess in navigating complex cultural landscapes to foster genuine community engagement. A testament to the transformative power of a culturally attuned advertising strategy in public health advocacy.
