Task Forces - Colorectal Cancer

Collaborating to Conquer Colorectal Cancer in Colorado Ads

The Collaborating to Conquer Colorectal Cancer in Colorado (C5) grant which is funded by CDPHE’s Cancer Cardiovascular and Pulmonary Disease Committee, has produced its first series of outreach messages. Evolve Communications produced the spots.

The campaign ran November 2008 – January 2009 and was intended to support a health education outreach to people in Colorado who are over 50 and have not been tested for colorectal cancer. The project supported both media outreach, and network outreach to entities around the state that are performing colorectal cancer screening.

The media tactics included the use of prominent sports figures voicing radio spots, to urge men and women over 50 to talk to their doctor about getting screened for colorectal cancer. The campaign partnered the C5 collaborators with KOA’s Dave Logan and KHOW’s Craig Silverman and his wife Trish. The Dave Logan spot is designed to appeal to Bronco fans, and the Craig/Trish spot reflects the fact that wives are often the ones who insist upon health screenings for their families.

These spots have run on KOA-AM, on the Denver Broncos Radio Network (statewide), on KHOW-AM, and on KKZN-AM. In addition, print ads featuring Dave Logan have run across the metropolitan suburbs and in Pueblo, Greeley, Grand Junction, Ft. Collins, and Durango.

Click the links below to listen to or view the spots:

In addition, the Colorectal Cancer Communications Sub-Committee produced two spots in the spring of 2008. One spot targeted African Americans and the other spot targeted Spanish speakers. Former Denver Bronco Haven Moses provided voice talent for the spot that aimed to reach out to African Americans using sports radio and KUVO, the publicly broadcasted jazz station. The Center for African American Health, who handled all of the phone calls and referred folks for service. The other spot involved Entravision Communications (Spanish language network) to create a humorous television and radio spot. The spot is a play on words… In Spanish, Christopher Columbus is Cristobal Colon. The producers wanted to elicit humor by having “Colon” show up at the mention of the word “colon.” These spots were reviewed by a number of Spanish speakers prior to airing, and all agreed that they got the point across well with humor.