JOIN OUR NEWSLETTER
About This Project
Summary
Colon cancer is the second deadliest cancer in America. It's now the deadliest cancer for men under 50 and the second deadliest for women under 50 -- and 80% of newly eligible adults age 45-49 still haven’t been screened. Yet, the disease is preventable and highly survivable when detected early. Dallas Cowboys superstar quarterback Dak Prescott, whose mother died of colon cancer, joined LEAD FROM BEHIND to spread this very urgent message with a little self-deprecating, self-defecating sh*t talk.
Goals & Objectives
1. Capture the zeitgeist of football fanfare and playoffs fever. 2. Raise awareness that colon cancer is The Preventable Cancer. 3. Dismantle the stigma around this disease with smart humor. 4. Promote lesser-known screening choices like at-home tests.
Results & Impact
15.5 MILLION video views Created a cultural moment during the NFL playoffs 2.3 billion media impressions + a 6-minute TODAY Show segment Ian Rapoport retweeted: “Maybe the best PSA I've ever seen.” 23 influencers engaged, reaching 13 million on social media 125K+ social engagements (owned posts)
JOIN THE NEWSLETTER