Colon Cancer Coalition - #MissionToUranus

Situation

Colonoscopies can help detect cancer in its early stages and save lives. Unfortunately, there was a 65% drop in people getting screened due to the pandemic.

We needed a targeted and response-driven idea to dispel the stigma of the procedure, so we embraced a juvenile joke to break down barriers and increase screenings.

#MissionToUranus was a powerful way to highlight the importance of colonoscopies, using levity as our wingman.

RESULTS

Business Impact

Our original goal was to get 20 million organic impressions and increase scheduled colonoscopies by 5% compared to March 2021. 

Instead, we achieved 45MM impressions and a whopping 15% increase in scheduled colonoscopies during March 2022. 

An increase of +50,000 in Google searches for "colonoscopy" compared to March 2021, from 246k to 301k. 

Response rate

60% engagement with sponsored content on Twitter. 

Behaviour change

15% increase in scheduled colonoscopies during March 2022. 10% above the goal.

All of this was done with a media investment of less than USD 5,000.