Cologuard is a non-invasive, in-home colon cancer screening option for people 45+ who are not at high risk.
The assignment was to come up with a 360 campaign approach for Cologuard to motivate those 45+ to get screened for colon cancer, incorporating the Cologuard box character within the concept. The age recommendation from 50+ had just changed to 45+.
We based our idea on the insight that people play important roles in the lives of their loved ones. We connected this insight to the importance of getting screened. The line, “You’re kind of a big deal”, addresses both the patient directly and also becomes a digital activation that loved ones can send to remind those they care about to get screened.
We created an integrated campaign including a website scrolling landing page, digital banner ads, FB carousel posts, influencer messaging, digital activations, in-office HCP mirror installation, and web videos.
CD/CW: Paula Dombrow, CD/AD: Jacqueline Leak, Agency: FCB NY
SOCIAL MEDIA LAUNCH
LANDING PAGE / CAROUSEL
BANNER ADS
“MILESTONE” Banner ADS
INFLUENCER CAMPAIGN
“Big deal” influencers remind their followers to get screened.
“A BIG DEAL IN COLON CANCER” TED TALK.
Cologuard Co-Founder, David A. Ahlquist.
HCP IN-OFFICE INSTALLATION
A mirror with a message that appears from Cologuard when you stand in front of it.
HCP DIRECT MAIL
PAPERLESS POST PARTNERSHIP
In collaboration with Paperless Post, Cologuard brands a letter or card that can be customized and sent to a loved one through the mail or as an e-card to remind them to get screened. On holidays (Mother’s Day, Father’s Day, Christmas, and New Year), we run banner ads that invite people to send a GIFT OF A LIFETIME to someone who is “their big deal.” We offer the option of sending a gift-wrapped box with the Cologuard kit inside and a personalized card.
