F*CK CANCER wanted to communicate the importance of colonoscopy screenings to African American males 18-49 years of age. In order to resonate with this audience, we knew we had to be relatable and culturally relevant. So, we enlisted the help of four influential tastemakers (Swizz Beatz, Pharrell Williams, Jadakiss, Styles P, and Jill Scott) and created Keep Joy Alive, a campaign about overcoming the stigma of colonoscopies and the importance of early detection.
The campaign has been shared over 250,000 times, including high-level influencers in the entertainment industry. It appeared on screens at various baseball stadiums, including Yankee, Red Sox, White Sox, and Angels. In the NFL, it was featured on the screens of the Chicago Bears, Washington, Oakland Raiders and Pittsburgh Steelers team stadiums. The total estimated number of impressions was 70M.
The campaign has been shared over 250,000 times, including high-level influencers in the entertainment industry. It appeared on screens at various baseball stadiums, including Yankee, Red Sox, White Sox, and Angels. In the NFL, it was featured on the screens of the Chicago Bears, Washington, Oakland Raiders and Pittsburgh Steelers team stadiums. The total estimated number of impressions was 70M.