Wellstar Colorectal Cancer

The chances of developing colorectal cancer in African Americans are about 20% more likely and about 40% more likely to die from it than most other groups. Wellstar tasked us with making an engaging video targeting Black men, encouraging them to schedule a screening with a healthcare professional.

The Challenge

We realized that the key to our story should be the risk factors closely tied to developing colorectal cancer. So, we shaped the video around how daily habits and routines could quietly raise the risk.

Our goal? To make the target audience see themselves in the narrative, grab their attention, and motivate them to book a screening.

The Script

    
    White Table with Black Lines
    
            Visuals
            Audio
        
            We see Jane sitting in her couch watching TV while she looks at her phone in a front view.
            Meet Jane, a regular woman, just like you and me.
        
            With a little zoom and a jumpcut we connect the previous shot with Jane now sitting down at fast food restaurant eating french fries in a front view.
            But did you know
        
            Picture-in-Picture frames show Jane having an ice cream, choosing soda over water while driving.
            some of our everyday habits
        
            These frames keep coming in while they lose color. The score bar at the top right of each frame sums up.
            may be quietly adding up?
        
            We see Jane eating a hamburger in front view with the number increasing. We get to the next frame with a movement as if she's dropping on her back.
            Those burgers,
        
            She drops on her sofa and the number changes from 20 to 36.
            the sedentary lifestyle,
        
            The movement continues and she drops on the ground in a park rising the number up to 42.
            and dehydration - they all contribute to the score.
        
            We see Jane with a surprised face. The camera does a small zoom out and cuts to the next one.
            But there's good news.
        
            Now we see Jane at her laptop.
            You can keep score too.
        
            She opens an email with the information for a "Passport to Health" event at a local church, timeless date and phone number to call.
            Just like Jane, you have the power to change the game.
        
            We cut on the movement and now Jane is walking towards the Wellstar building, where the sign is visible. She passes by a person in a wheelchair.
            ------Continue------
        
            We cut the movement and now she's at the doctor's office. [If there's a person, it has to be a person of color] There has to be Wellstar signage in the office.
            Getting screened at Wellstar Health System is your way to stay ahead.
        
            Cut to the movement and now Jane is having a balanced meal.
            Choose a healthier path,
        
            Cut the movement and now we see her doing yoga and the score visibly dropping while gaining color.
            and let's reset that score.
        
            Cut the movement and now she is with some friends drinking water at the gym.
            So, have you been keeping score? It's time to take control.
        
            Camera pans up and in the sky we see the text 'Schedule your screening and get ahead of Colorectal Cancer'.
            Schedule your screening at Wellstar Health System and get ahead of colorectal cancer.
        
            Logo animation.