Content Case Study — Providence Health + Stand Up To Cancer
Raising colon cancer awareness and promoting early screenings among BIPOC communities
The Problem
Colorectal cancer rates are rising, particularly in Black, Brown, and Indigenous communities and in younger individuals. Screenings, like a colonoscopy or an at-home stool test, are essential because when colorectal cancer is caught early, it can often be cured. But how do you engage a community that has been disproportionately affected by an illness and has also experienced a traumatic history of racism and inequity in health care?
The Program
A dream team of experts and advocates can reach those at most risk of developing colorectal cancer – and educate them on the benefits of early screenings. We captured their work in this moving short documentary featuring the story of Black Panther star Chadwick Boseman. It was created for our client Providence Health in partnership with Stand Up To Cancer® (SU2C), and shows the powerful ways in which their Health Equity Dream Team is working to address colorectal cancer screening disparities in medically underserved communities.
The impact:
When Chadwick Boseman died at age 43 from colorectal cancer in 2020, it sent shockwaves across the world – particularly in BIPOC communities. By focusing our story on Boseman, featuring his family, friends, and caregivers, we ensured a larger reach to audiences who are affected.
We discovered that those in BIPOC communities who watched this documentary were more likely to recognize and acknowledge that they also knew loved ones diagnosed with or battling colorectal cancer. With the information they gleaned, they were more likely to encourage screenings among their peers.
