CENTERS FOR DISEASE CONTROL AND PREVENTION
Promoting colorectal cancer screening to be there for moments that matter.
Colorectal cancer is one of the most common, and most fatal, cancers affecting men and women in the United States; and it doesn’t always have symptoms. The CDC needed to spread the word about the new screening age of 45, while reminding people of the range of available screening options.
Our approach features three interwoven stories of people who prioritized this screening to stay healthy for the moments that matter. The video pairs first-person storytelling with a novel projected flashback approach, blending past and present to position screening as a connecting action for these pivotal life moments. Each story builds on the one before to tell a single unified message of protection through preventative screening.
Toma la decisión
The campaign included extensions for a Spanish-speaking audience, featuring the same cast for consistency. Cultural preferences and nuances were considered throughout to ensure our prevention messaging was delivered with real, relatable moments for every audience.
Projected priorities
This signature projector effect was used to create impossible-to-ignore reminders of the importance of screening and the prevalence of this type of cancer on short social videos and images.
