Speaking to Black communities with an empowering message.
In Minnesota, the risk for colon cancer among African Americans is higher than other groups, and the statewide screening rate is lower in comparison. To support MNGI Digestive Health’s mission to reduce these health disparities, we created a campaign with an empowering tone of voice to encourage people in Black communities to rise up against this deadly disease and take control of their lives.
We created provocative TV that embraces rhyme, improvisation, and wordplay in the style of a spoken word poem to invoke a deeper meaning for the listener and create a bold, motivating, and empowering mood.
Our media plan included social, digital display and public transit elements, taking advantage of the high-interest Timberwolves playoff drive with in-game branded messaging.
