#They Didn’t Say
Colorectal Cancer Alliance (CCA)
— PROJECT NAME
They Didn't Say
— CLIENT
The Colorectal Cancer Alliance (CCA)
— ROLES
Social Strategy Data Analytics
— TIMING
2022/2023
The Colorectal Cancer Alliance engaged our team to create a media and influencer campaign to raise awareness about colon cancer, a disease often shrouded in taboo and misinformation.
Our primary goal was to highlight the importance of starting colonoscopies at age 45, rather than 50. Additionally, we aimed to break down taboos, spark conversation, and build urgency around colon cancer, particularly within African-American communities, by leveraging a network of deeply connected influencer partners.
We launched the "They Didn't Say" campaign, collaborating with key influencers – lead by Charlemagne Tha God – and true cancer survivors to share powerful stories and crucial facts about colon cancer's impact. These compelling vignettes directed audiences to the Colorectal Cancer Alliance website, encouraging them to sign up for screenings.
The campaign effectively raised awareness about the new recommended age for colonoscopies and fostered meaningful conversations about colon cancer, particularly within the African-American community, driving significant traffic to the Colorectal Cancer Alliance website and encouraging proactive health screenings.