Nonprofit
Encouraging Black Philadelphians to get screened for colorectal cancer by 45.
Tasked with educating Black Philadelphians about colorectal cancer and the importance of getting screened by age 45, Maven launched the 45+ Reasons campaign for the Colorectal Cancer Alliance and Independence Blue Cross, with the objective of getting 5,000 Black Philadelphians ages 45-75 screened for colorectal cancer in the next three years.
Background
Maven, in conjunction with Mendoza Group, was tasked with raising awareness of the 45+ Reasons campaign, educating Black Philadelphians about colorectal cancer and the importance of getting screened to reduce colorectal cancer mortality, and encouraging community and family conversations about colorectal cancer.
Strategy
Maven created a media relations initiative to launch the campaign, which included integration of the narrative into promotion of the Alliance’s Colorectal Cancer Walk in Philadelphia, positioning local Alliance team members and partner Penn Medicine doctors as thought leaders on colorectal cancer prevention, and creating a targeted month-long mini-campaign for national Colorectal Cancer Month.
Results
Over the course of just four months, Maven secured 42 local and trade media placements for the 45+ Reasons campaign including feature coverage on cbs3, Philly Voice, WHYY, WHYY’s The Pulse, WURD Radio, HealthIT, and Fierce Healthcare.
Local and Trade placemets
Broadcast features
Radio features