Colorectal cancer is one of the most common cancers affecting men and women in the United States; and it doesn’t always have symptoms. The CDC needed to spread the word about the new screening age of 45, while reminding people of the range of available screening options.

Our approach featured three interwoven stories of people who prioritized screening to stay healthy for the moments that matter. Each story builds on the one before to tell a single unified message of the importance of colorectal cancer screening for your life. The video paired first-person storytelling with a novel projected flashback approach, blending past and present to position screening as a connecting action for these pivotal life moments. The videos averaged a completion rate of over 40%, twice the benchmark for government PSAs.

The campaign also included :15 and :30 radio spots in both English and Spanish.