DON’T SELL
This work is about building a relationship with the brand, not selling product. We want people to see Miralax as a trusted partner in their health journey.
DON’T TELL
Telling people what they need to do can come across as patronizing. We should leverage trusted voices to help us tell this story When the message is coming from us it should feel like an invitation, an open hand.
how do we inspire …
It’s easier to ignore the hard shit altogether, but when it comes to health,
ignoring the problem won’t make it go away.DON’T SHAME
Shame the problem not the people. Calling folks out it the fastest way to get them to shut down.
Humor Activation
cedric got y'all
Concept Statement: Group chats can be a safe space for men to have random conversation with no judgement. Smack talk, weekend plans, last night's game the conversations can go in any direction.
Then, Colon Cancer enters the chat.
How it works: As we follow Cedric's journey, the final stage is to bring awareness and knowledge to others within the community. In those open discussions we personify colon cancer as Cedric – that annoying, know-it-all, ivy league brotha everyone loves to hate. He’ll share the knowledge he's learnt to those who need it.
We create a Cedric bot that will inform the community about colon cancer and gut health. Thorough a hotline we'll give people access to text a number and have chats with Cedric about colon cancer, insights about gut health, and even schedule a free colon cancer screening, via our charity partner.
We'll bring awareness to the hotline via social media through branded posts/stories or website takeovers where we partner with health & fitness sites that will prompt users to click for a health guide linking them to a Cedric branded microsite.
Why it works:
This last way in taps into an experience everyone has either with a friend or family member that has recently learnt something and is inclined tell everyone in sight what they’ve learnt.
Family x Friends Activation
acho calls you out
Concept Statement: We look to the people in a Black man’s life that they trust beyond all others, the one who can call them on their shit?
How it works: We join forces with Emmanuel Acho and have an episode of uncomfortable conversations dedicated to colorectal cancer. The episode will have a panel of diverse participants who have little to NO trust in the healthcare system.
Emmanuel engages the panel with questions about health care, why they feel that way, and who do they trust. In the final question he openly calls ALL of them out on their SHIT and challenges all the panelist to participate in a free pre-screening—right in that moment, with the help of a supporting doctor.
If they are apprehensive to accept, Acho is back by—the panelists closest family member and/or friend who make a surprise appearance to also CALL THEM OUT ON THEIR SHIT.
Via YouTube and other social media platforms (Instagram and TikTok) we can deliver the episode to the masses and create a call to action/hashtag that’ll get people to call out loved ones.
Why it works: Through Acho we establish a familiar face within the community and leverage his following/influence to spark up a conversation on this important topic.
CREATIVE APPROACH
WHAT MAKES THEM FEEL SAFE?
To overcome the barrier of vulnerability around colorectal health, we have to make our audience feel safe enough to engage.
We'll do that by leaning into spaces that we know provide them with a sense of safety.
*It is acknowledged that the information, ideas, concepts and initiatives contained in this proposal are for Bayer’s consideration and do not reflect Bayer’s views or positions. Any and all programs, claims and initiatives are subject to Bayer’s express approval before implementation.
Hero Activation
the voice inside
Concept Statement: Sometimes you need that voice in your head to help you through certain situations. That voice can be your mothers, your brothers, or even your favorite hero.
How it works: We team up with familiar heroes that the Black communities respect and admire —not necessarily a “superstar” but someone they have an extreme amount of respect for (professors, artists, pastors,
fashion designers etc.)
Through OOH and social media, we prompt users to sign up for pre-screen via our hotline or microsite to receive a personalized message from a "hero". These messages can be pre or post screening opportunities to encourage or celebrate individuals getting a checkup.
Why it works: We all like to hear what our heroes have to say, especially when it’s about something new, even when it’s about things we don’t want to hear. We love listening to a hero's perspective especially when they leave you a voicemail.
