Colon Cancer Coalition - "Your mission"

BeautifulBeast

BeautifulBeast Dallas, United States

795

This ad is part of the ACT Responsible Collection

Brand: Colon Cancer Coalition
Country: United States

Advertiser: Colon Cancer Coalition

Title	Your mission
Agency	BeautifulBeast
Campaign	#MissionToUranus
Advertiser	Colon Cancer Coalition
Brand	Colon Cancer Coalition
Date of First Broadcast/Publication	2022 / 3
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	An estimated 150,000 people will be diagnosed with colon cancer in the United States this year. Unfortunately, more than 50,000 people will likely die, even though 9 out of 10 colon cancer patients can survive with early screening and detection. Early screening may be the difference between life and death.March is Colorectal Cancer Awareness Month. We needed to reach people who aren't within the colorectal cancer community, talk to them about the importance of early screening, and help them recognize colon cancer's signs and symptoms. The primary goal of "Mission to Uranus" was to reach younger potential patients, as the recommended age for regularly scheduled colonoscopies has been lowered from 50 to 45. Unfortunately, more than half of Americans aged 50 to 54 have not been screened.
Problem	Exploring Uranus might have the answer to a longer life on earth. So they created the #MissionToUranus. How did they get there?First, they learned that a new NASA-funded study revealed that exposure to space radiation on long trips, like a voyage to Mars, could permanently harm astronauts’ intestines and lead to stomach and colon cancer.Plus, they know people have made fun of the planet Uranus for generations.Then, they tied both insights to create a powerful, out-of-this-world message to bring awareness to the importance of early screenings through a colonoscopy.After learning about the natural relationship between colon cancer and space travel, they contacted NASA and retired astronaut Col. Dick Covey to invite them to join #MissionToUranus. They enthusiastically accepted.To launch the campaign, they created content with Col. Covey sharing his story about losing his father AND daughter to colon cancer. That was why he joined "the most important mission on earth," as he called it.
Result	Impact on the industry/culture:#MissionToUranus is the most successful awareness campaign in history for the Colon Cancer Coalition.Achievement against the original challenge:their goal was to get 20 million organic impressions and raise scheduled colonoscopies by 5% vs. March 2021. Instead, they achieved 45MM impressions and a whopping 15% increase in scheduled colonoscopies during March 2022. Also, there was an increase of +50,000 in Google searches for "colonoscopy" compared to March 2021, from 246k to 301k.All of this with a media investment of less than $5,000 USD.Business impact:#MissionToUranus garnered the attention of the government and medical community, helping the Colon Cancer Coalition secure more contributions and support for 2023.Change in behavior/awareness:People over 45 now know the importance of early screenings and talk more openly about the procedure. It can save their lives. A colonoscopy is no longer the butt of the joke.
Media Type	Billboard
Length	10 seconds
CEO, Creative Chairman	Aldo Quevedo
Chief Creative Officer	Flor Leibaschoff
Creative Director, Art Director	Guillermo Bagnato
Senior Writer	Marc Colombo
Chief Brand Officer	Salma Gottfried
Creative Director, Digital	Troy Millhoupt
Editorial And Post Production	Republic Editorial
3D Animation	Latina Studio
Sound Design	Deaf Mule Studio
Chief Digital Officer	Mauricio Del Castillo
Chief Technology Officer	Kristian Bottini
Executive Producer	Andrés Moreno
Executive Producer	Carrie Callaway
Executive Producer	Victor Macias