COTTONELLE + DEON COLE — LET’S GO THERE
Cutting through stigma with comedy to drive action on colorectal cancer.
Multicultural STRATEGY
MISSION
Colorectal cancer is the second leading cause of cancer-related deaths, with Black Americans facing a 40% higher death rate — and Black men disproportionately impacted when it comes to screening and prevention. Cottonelle set out to lead a much-needed conversation within the Black community, addressing stigma and systemic inequities head-on.
ACTION
Framed the campaign through a cultural lens: breaking stigma required the right voice, not just any voice. Deon Cole was the perfect fit — his comedy connected with the audience, and his personal connection to cancer gave the message urgency. By pairing his humor with medical experts and advocacy voices, we made the conversation accessible, relatable, and actionable. That balance of resonance and authority guided the campaign strategy.
EXECUTION
Shaped a live Facebook conversation featuring Deon Cole, UCLA Health, and BLKHLTH — balancing humor with expert authority to create a trusted space for dialogue and education.
Extended reach through amplification across live engagement, PR, and social content — moving the conversation beyond the stream.
Anchored Deon’s popularity and personal story to extend resonance into cultural conversation and national media.
IMPACT
6.4K+ views across the livestream and shared social content — driving measurable engagement on a health issue often avoided.
Elevated the conversation from community-rooted dialogue to national visibility — securing placements from Rolling Out to TODAY.
Positioned Cottonelle as a category leader by sparking real, relatable dialogue on colorectal cancer prevention through humor and trusted voices.
