MEANING BEHIND THE SCREENING - Level Minneapolis

ADDRESSING THE REALITY OF COLON SCREENING INEQUITY.

MNGI Digestive Health is committed to saving lives through the early detection and prevention of colon cancer. A recent study revealed that while the statewide average for colon cancer screening stands at 68%, the rate for Black communities is low at just 52%. This gap is concerning because colonoscopies can detect cancer early when treatment is most effective, and they can prevent cancer by identifying and removing precancerous polyps.

MNGI recognized the urgent need and turned to us to create an awareness campaign designed to increase screening rates among Minnesota’s African American population and improve overall health outcomes. It was essential to reach out in a compassionate, relatable, and respectful voice that resonated with people in Black communities and empowered them to take control of their health and their lives.

CAMPAIGN METRICS

LIFE-SAVING IMPACT

32.6M+

IMPRESSIONS

30,644

VISITS TO SITE

2,054

APPOINTMENT ACTIONS

Our campaign messaging was a delicate balance of the cerebral and the emotional conveyed in a tone MNGI’s target audience could embrace.

CONVEYING THE MEANING BEHIND THE SCREENING.

The Level team created an award-winning campaign entitled The Meaning Behind The Screening. A riveting TV execution embraced a spoken word poem approach characterized by rhyme, improvisation, and wordplay. The goal was to underscore the deeper meaning of colon cancer screening and evoke a bold, motivating, and uplifting mood. Transit, print, and digital elements, combined with a Timberwolves marketing package, rounded out the campaign, compelling people to rise up against the deadly disease with a MNGI colonoscopy.