Gastroenterology Associates is pleased to accept the awards from the American College of Gastroenterology at the 2015 Annual Meeting. The SCOPY awards reception was October 18, and Dr Neelima Reddy, member of the practice’s marketing committee, received the awards. The SCOPY (Service Award for Colorectal Cancer Outreach, Prevention and Year-Round Excellence) Awards, in their inaugural year, are intended as a new way to honor its members for their efforts in promoting Colorectal Cancer Awareness in their respective communities.
Colorectal cancer is the third most diagnosed cancer and is second in cancer deaths in the U.S. It affects both men and women and most commonly found in people 50 years or older. The biggest motivator for increased awareness is the ability to prevent 90% of colorectal cancers with proper screening. The screening rates in Louisiana are some of the lowest in the nation, hence the big push by Gastroenterology Associates to inform and educate the community on colorectal cancer screenings.
The winning categories included: “Best Original Communication Campaign by a Private GI Practice,” “Best Infographic from a Private GI Practice” for Get Behind Screening, and “Most Humorous” for the Things that are Scary video. The winning submissions were selected based on scientific accuracy, potential public health impact, educational value, and originality.
Dr William Anderson, of Gastroenterology Associates, states, “We are honored to have been awarded the SCOPY award for excellence in advertisement by the American College Gastroenterology, but we are even more honored to have served the people of Baton Rouge for the last 40 years. We hope that our community will continue to entrust us with your and your loved ones health care.”
The Gastroenterology Associates Marketing Committee worked closely with a local marketing agency to produce impactful, creative content for their Colorectal Cancer awareness campaign. Please view our award winning colorectal cancer marketing campaigns below.
Increasing local awareness of colorectal cancer and prompting action for screening were the primary motivators in the marketing creative and promotion. Promotion efforts were not only consistent across all traditional media (print, TV, outdoor) but also across all inbound and digital efforts (blogging, whitepapers, website and digital banners, calls-to-action, social, email, and ad networks).
It was our intention to win the attention of the Baton Rouge region with a humorous yet actionable campaign in 2015. We wanted to focus attention on the importance of screening but also wanted to do so in a unique fashion.
Presenting facts and statistics on the state of colorectal health and prevention in the Baton Rouge region was the driver in the 2014 campaign. Louisiana ranks 46th in the nation for timely colorectal cancer screening, falling far short of the national goal of 75-80%. With colorectal cancer being so incredibly preventable, our goal was to drive home the message that EVERYONE needs to be screened according to the recommended guidelines.
Making as much information as easily digestible as possible was best accomplished in the infographic format. This image was utilized for in-room signage, print ads, online display ads, roadside banners, and website images.
Juxtaposition of two unlikely things in this commercial had the intent of entertaining and grabbing the attention of everyone. Communicating health messages can be difficult to complete in the amount of time that the viewer is willing to give to any marketing medium. We feel that the message and winning of attention is accomplished nicely in these two versions of the same commercial. So, What Scares You?