We chose to take a humorous approach. When we found that one of the leading symptoms of colon cancer was gas, we knew it would be a great way to break the ice and start a conversation around this very serious topic. Use farts to get people talking about colon cancer by creating a funny film they would pass along to friends.

With March being Colon Cancer Awareness month, we leveraged the timeliness and jumpstarted awareness by launching the video on Meredith’s Miracles Facebook page on March 1. We then inserted ourselves into our target’s social news feed via paid media support on Twitter and Facebook to spread awareness and #KeepFartsFunny.

The film reached over 1.4 million people and garnered 5977 shares, 590 comments and 2000+ likes. We also drove a 7,294.1% increase in Profile Visits and a 22,511.4% increase in Twitter impressions.