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#MissionToUranus
Agency BeautifulBeast / Dallas + Colon Cancer Coalition / Edina + Republic Editorial / Dallas + Latina Studio / Bogotá
Category
Social Channel / Single Platform
Annual ID
OS23_SM048M
About the Work
We leaned heavily on the juvenile joke to invite and troll influencers on Twitter. Using social listening, #MissionToUranus got inserted in EVERY relevant conversation during March: Submarine Day, Live Long and Prosper Day, the launch of an Omega watch called Uranus, and The Oscars, to name a few.
Business challenge:
2020-2021 saw an alarming decrease in screenings. Nobody wants to talk about colonoscopies, much less have one, but early screenings save lives. Cancer of the colon or rectum is the fourth most diagnosed cancer group in the US and the third-leading cause of cancer deaths in men and women.
Thankfully, it can be prevented; 9 in 10 persons beat colon cancer when caught early with a colonoscopy.
Client brand values:
The Colon Cancer Coalition is known for its forward-thinking when it comes to educating about the illness and ways to prevent it.
Industry/target market:
Our target was adults over 45, as the age for colonoscopies went down from 50 to 45. In addition, we needed to go beyond the medical circles so that every person in the country hears about the importance of early screenings.
Idea:
#MissionToUranus: Exploring Uranus might have the answer to a longer life on earth.
How did we get there?
First:
We learned that a new NASA-funded study revealed that exposure to space radiation on long trips, like a voyage to Mars, could permanently harm astronauts’ intestines and lead to stomach and colon cancer.
Plus:
We know people have made fun of the planet Uranus for generations.
Then:
We tied both insights to create a powerful, out-of-this-world message to bring awareness to the importance of early screenings through a colonoscopy.
After learning about the natural relationship between colon cancer and space travel, we contacted NASA and retired astronaut Col. Dick Covey to invite them to join #MissionToUranus. They enthusiastically accepted.
To launch the campaign, we created content with Col. Covey sharing his story about losing his father AND daughter to colon cancer. That was why he joined "the most important mission on earth," as he called it.
2023 Awards
Total Points: 3
Merit
Credits
Agency
BeautifulBeast / Dallas
Client / Brand
Colon Cancer Coalition / Edina
Production Company
Latina Studio / Bogota
Post Production Company
Republic Editorial / Dallas
Art Director
Guillermo B
Copywriter
Marc Colombo
Chief Creative Officer
Flor Leibaschoff
Chief Digital Officer
Mauricio Del Castillo
Chief Technology Officer
Kristian Bottini
Editor
Shaddai Berron
Executive Producer
Andrés Moreno
Carrie Callaway
Victor Macias
Graphic Designer
Jason Vigue
Sound Designer
Juan Zavala
Account Supervisor
Kagan Baker
account director
Jeffrey Lefkovitz
CEO, Creative Chairman
Aldo Quevedo
Chief Brand Officer
Salma Gottfried
Chief Sound Engineer, Mixer & Sound Designer
Gio Locatelli
Digital artist
Edgar Garza
Director of Media
Rodrigo Vallejo
Director of Mission & Partnerships
Erin Petersen
Director of Public Relations
Laura Martinez
President
Chris Evans
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