Screen For Life®
Ogilvy Washington for Centers for Disease Control and Prevention
How do you educate mid-life adults and screening saves lives?
Challenge:
Colorectal cancer is the second leading cancer killer. Yet while screenings can prevent two-thirds of colorectal cancer deaths, more than 60% of mid-life adults have not been screened for colorectal cancer.
Insight:
Based on extensive research with consumers and health professionals, developed messages and programs rooted in the resonance of a simple “screening saves lives” approach — which proved enduring over time.
PROGRAM:
Developed a comprehensive suite of creative materials, including television, radio and print public service advertisements (PSAs), digital tools and resources for media and state partners.
Forged a partnership between CDC and the Entertainment Industry Foundation (EIF) and the Katie Couric-founded National Colorectal Cancer Research Alliance to leverage credible, resonant celebrity testimonials.
Supported local programs with 50+ state and local health department partners with materials, assistance and specially-adapted resources.
Results:
The campaign's partnership with EIF resulted in pro-bono appearances by Katie Couric, Morgan Freeman, Diane Keaton, Terrence Howard and others in PSAs that garnered billions of impressions with an advertising equivalency of more than $125 million. Screen for Life received industry recognition from PR Week, CINE and the Sabre awards.
