Endometrial cancer (EC) accounts for 90% of uterine cancer diagnoses, and it is the fourth most frequently diagnosed cancer for women in the U.S. The incidence of this type of cancer is on the rise across non-White ethnicities, with higher mortality rates among Black communities. Despite these increases, EC remains under-recognized in the general public.
The Spot Her® initiative aims to help end the silence around EC and to empower people across generations and cultures to speak up, take action and spot the potential signs of EC at an early stage—when it may be more treatable.
To encourage open conversations about gynecologic health and EC in social settings, we partnered with a celebrity nail influencer who sat down with two EC advocates to hear their stories. She asked about their experiences while giving them manicures with unique peach designs in honor of peach being the color for EC awareness. Their conversations on the Spot Her YouTube channel, and social posts, were shared across platforms by Facing Our Risk of Cancer Empowered (FORCE), SHARE Cancer Support, Black Health Matters (BHM), Endometrial Cancer Action Network for African-Americans (ECANA), Foundation for Women’s Cancer (FWC), and Eisai Inc. These posts encouraged followers to post pictures of their own peach nails on social media to help grow the initiative and normalize conversations about EC—and for every photo of peach-painted nails shared on social media with the #SpotHerInPeach hashtag, Eisai donated $5 across partner advocacy groups.
First, we worked with Eisai and our patient-advocacy partners to connect with two endometrial cancer (EC) advocates, Mikki and Lisa, who were open to sharing their stories. We also engaged with a celebrity nail influencer Angie Aguirre, who sat down with Mikki and Lisa to give them beautiful peach manicures—the color of EC awareness—while having honest conversations about their experiences with EC. Angie had no prior knowledge of EC, so capturing her reaction to learning about it in the moment gave viewers an authentic look at how important sharing this information with others in social settings can be.
Their conversations were captured and published as long-form videos on the Spot Her YouTube channel. It was important to feature nearly their full conversations in these videos to highlight how people can have these kinds of conversations in social settings, like the nail salon, to end the silence around EC and break down the stigma around topics that have typically been considered taboo to talk about openly.
To help drive viewers to the full videos on YouTube, short teaser videos and social posts were published across social platforms by Facing Our Risk of Cancer Empowered (FORCE), SHARE Cancer Support, Black Health Matters (BHM), Endometrial Cancer Action Network for African-Americans (ECANA), the Foundation for Women’s Cancer (FWC), and Eisai Inc. Promoting these videos across multiple social platforms and through our partners’ channels was essential to ensuring that we reached a broad audience, especially the communities most at risk. Social posts featured the #SpotHerInPeach hashtag and encouraged users to paint their nails peach and post a picture on social media with the hashtag. For every photo of peach-painted nails shared on social media with the #SpotHerInPeach hashtag, Eisai Inc. donated $5 across partner advocacy groups FORCE, SHARE and ECANA. This challenge also was meant to increase awareness and encourage conversations about EC.
Our celebrity nail influencer, Angie, also published posts on her Instagram profile to promote the #SpotHerInPeach challenge and the YouTube videos to her nearly 33k followers.
With the partnership and support of the FORCE, SHARE, BHM, ECANA, and FWC advocacy communities, as well as the two advocates and nail artist, the Spot Her at the Nail Salon initiative garnered tremendous reach and awareness across multiple platforms. These videos on the Spot Her YouTube channel alone garnered:
Across advocacy, Eisai Inc., and influencer social platforms, posts related to this video series saw:
