The unknowns about the screening process for colorectal cancer itself can be a deterrent. So we produced an unconventional interview series called Strangers with Colons that pierced the stigma and demystified the screening process through candid conversation. Each video pairs two strangers, different in background but united in their need for screening, discussing their experience in an entertaining and relatable way—launching the new tone for the Screen for Life campaign.

This moment was also an opportunity to launch our new brand identity for Screen for Life. The identity needed to encourage screening in a modern, relatable way for our mid-40s audience. The new look brings modernity to this legacy campaign. The revised brand mark is both a modern take on the brand and a visual metaphor for the importance of routine screening—a period acts as a reminder to take a moment to prioritize your health. As the brand unfolds, this circle becomes a visual emphasis on the “why” behind regular colorectal cancer screening.

Campaign results
Through our partnership with iHeartMedia, we achieved over 600% added value in media coverage during the first year. This partnership with iHeartMedia will continue throughout our contract, offering ongoing opportunities for exposure and engagement.

The second year of the influencer campaign garnered over 5.6 million impressions and 19,600 total engagements, with 20 pieces of content shared on Instagram and Facebook. The content spurred thoughtful conversations on colorectal cancer awareness and garnered over 600 comments.