Colon cancer has a marketing issue. It’s the second biggest cancer in America yet it’s preventable. The best way to prevent it - a colonoscopy - is something people don’t want to talk about let alone do. LEAD FROM BEHIND launched to change that.
In 2021 the age to get your first colonoscopy was lowered from 50 to 45. 20MM more Americans can now get checked. Ryan Reynolds & Rob McElhenney who both turned 45 on their last birthdays shared their colonoscopy videos to help raise awareness.
Raise awareness. Break the stigma. Get people talking. Break into the cultural zeitgeist.
We want people to know that Colon Cancer is The Preventable Cancer.
We want people to know they need to get their colonoscopy at 45.
18+ MILLION video views
Over 3.3 BILLION earned media impressions - entered the cultural conversation from WaPo to People to Bill Maher
244% increase in engagements on posts talking about #colonoscopy & 90% lift in posts using #colonoscopy (Sprout Social)
99% positive/neutral sentiment (Meltwater)
After LEAD FROM BEHIND launched, 36% more colonoscopies were scheduled on Zocdoc