Cancer awareness months are common, but the importance of screening is a secondary or tertiary message. No cancer awareness day, week or month campaign has focused on the simple message that early detection of cancer is your best chance for cure. We took this as an opportunity to launch the first and only annual awareness week dedicated to cancer screenings.

To address multiple audiences, we created two websites.

www.CancerScreenWeek.org served as a hub for HCPs, payers and employers and housed a toolkit with educational materials that could be customized and distributed within hospitals, offices, businesses and other communications channels to raise awareness.

www.GetScreenedNow.org was created for consumers, featuring the pledge.

Partners leveraged their customer, advocacy and donor bases to promote CSW. Genentech encouraged their employees to schedule screenings at onsite clinics, and SU2C secured celebrities to share our message on personal social channels. 9,000+ CVS Pharmacy retail locations aired an in-store radio spot.

Media outreach resulted in stories of people who have benefited from screening, alongside physicians who spoke to screening guidelines. State governors signed proclamations recognizing CSW and shared personal screening stories with reporters. A social media component included a coordinated effort of posts across partner channels, plus a Facebook photo frame that people could add to their profile.

More than 80 local and national organizations joined us during CSW, including oncology associations, professional institutions and advocacy groups across different types of cancer, lending a common voice to our goal of raising awareness of the power of screening. This resulted in a groundswell of support through channels reaching multiple audiences.

Our efforts inspired 1.5 million consumer engagements from booked screening appointments and pledges to get screened to social media actions such as posts, likes or shares of our message.

We also achieved:

• 31 million+ impressions

• 12 U.S. governors signed proclamations recognizing CSW

• 130+ news outlets reported