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CDC: The Bums and the Bees
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45 is the new 50 when it comes to colorectal cancer. As America emerges from the COVID-19 crisis, the country faces a health tsunami as people start to catch up on their health and a new campaign from the CDC and Ogilvy DC, 'Bums and the Bees', aims to put Colorectal Cancer screenings at the top of Gen X's health 'to-do' list. Even prior to the pandemic, screening rates were lowest among Generation X as compared to the older Boomer generation, where approximately only 21% of Gen-Xers ages 45-49 are up to date with CRC screening according to the American Cancer Society. It's projected that cases of Colorectal Cancer, a deadly but easy-to-prevent cancer, may increase 90% by 2030. 'The Bums and the Bees' showcases an intimate, awkward talk between a father and his 45-year-old son about colorectal cancer screening. With a humorous approach reminiscent of the age-old sex talk, the CDC aims to shift CRC screenings away from being an unworthy medical task to an act of love for family — making screening the way to look out for the people you love.
Strategy Group Director: Libby Dwyer Related |
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