From February 4 to April 23, 2024, the campaign achieved 27.8 M impressions: 4.5M from network and local TV, 13M from OOH, and 10.3M on social media. Additionally, we saw 5,315 unique website visits during this campaign period. Of those visitors, 253 individuals (5%) showed high intent by clicking on the “Get Screened” button, taking them to the American Cancer Society website. This represents people whose lives could be positively impacted by getting screened for cancer. 

As a pro-bono campaign, the effort leveraged $4M in donated media from media partners, including Telemundo, Google and Univision across local and national outlets.   

The effort also gained traction on social media and caught the attention of publications like Ad Age and LBB Online, with Ad Age’s Editor Tim Nudd praising the campaign: “Despite its reputation for weak advertising craft, the health category lends itself well to emotional, high-quality storytelling—and this remarkable, cinematic film delivers on all fronts.”