CAUSEWAVE COMMUNITY PARTNERS
Breaking down barriers to cancer screening—no excuses.
Despite known benefits, cancer-screening rates were low in our community, especially among the uninsured and under-insured. Working with our client, Causewave Community Partners—and local cancer experts from doctors to healthcare CEOs—we developed a campaign to address perceived barriers to screening, including fear, cost, time constraints, work schedules, and confusion about who should get screened and when.
WE KNEW THAT TO ATTACK THESE BARRIERS,
WE HAD TO ADDRESS THEM HEAD-ON.
Cancer-awareness advertising was already prominent in the market, so we knew that a new approach was needed. Martino Flynn developed the concept of “Cancer doesn’t care. We do.”—emphasizing that no matter what your excuse for not getting screened, it won’t stop cancer from choosing you.
Our comprehensive, integrated campaign put real people—and their common excuses for not getting screened—front and center. The result was a series of striking, motivating communications that helped stimulate conversations around screening.
WE TOLD REAL STORIES SO PEOPLE WOULD
SEE THEMSELVES REFLECTED IN THE CAMPAIGN.
To help bring the campaign to life and ensure that it resonated with the target audience, diverse community members sat down in front of a video camera with the Martino Flynn team. They spoke frankly about their screening experiences, excuses for not getting screened, and even shared some personal cancer stories.
Then, with their own experiences still fresh in their minds, a local photographer shot their portraits on a stark black background to capture the true, raw emotion generated by these topics. These community members, their excuses, and their stories became the cornerstone of the campaign.
INTEGRATED COMMUNICATIONS HELPED MAXIMIZE THE IMPACT.
Built around the concept, “Cancer doesn’t care. We do”, Martino Flynn developed an integrated campaign spanning print, digital, television, and out-of-home advertising. In addition, we created a website—GetScreenedRochester.org —as a hub for screening information. It also shares inspirational stories told by community members who have overcome their own barriers to screening.
OUR APPROACH GARNERED RAVE REVIEWS.
The campaign received an overwhelmingly positive reaction at the community kick-off event, which was attended by prominent community leaders and local media outlets. The pieces sparked many unaided conversations at the event, with attendees divulging their own screening experiences, fears, and excuses. Since the event, campaign elements have helped drive a steady flow of traffic to the website. On its own, this may not cause a major uptick in screening rates—but if it leads to early cancer detection for even one person, we take that as a win.