THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

LEAD FROM BEHIND

Entered in Non-Profit, Public Service Announcement, Social Good Campaign

Objective

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. 

Strategy

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. 

Results

Media

Video for LEAD FROM BEHIND

Entrant Company / Organization Name

Colorectal Cancer Alliance

Links

Entry Credits