COTTONELLE + DEON COLE
LET’S GO THERE: A LIVE CONVERSATION ABOUT colorectal cancer
FROM AWARENESS AND AMPLIFICATION TO ACTION
BRIEF
Black Americans with colorectal cancer have a 40% higher mortality rate, with Black men disproportionately impacted. Cottonelle set out to spark a much needed conversation to spur action, by addressing systemic health issues and stigmas in the Black community, and increase screening across the country.
ACTION
Led multicultural strategy and content development, mapping the talent partnership, Facebook Live framework and conversation, collaborating with the agency, brand, partners BLKHLTH and UCLA Health, and talent, Deon Cole. Fueled amplification across social and earned media, directing partner and talent interviews to extend the livestream reach into national media. Campaign sustained engagement post-conversation through the distribution of free home test kits, and covering colonoscopy costs for uninsured and underinsured.
RESULTS
CONTENT + COVERAGE
FACEBOOK LIVE • Let’s Go There: A conversation about colorectal cancer
TODAY • Celebs, organizations work to raise awareness of colorectal cancer among Black men