SOCIAL MEDIA STRATEGY + COMMUNITY MANAGEMENT + CONTENT CREATION + REPORTING
On September 13, Ryan Reynolds and Rob McElhenney got their colonoscopies. The nearly seven-minute video marked the launch of LEAD FROM BEHIND—an initiative by the Colorectal Cancer Alliance in partnership with Maximum Effort to spread awareness of preventative screening, destigmatizing colonoscopies, and making colon cancer famous.
As Senior Social Media Manager of the Colorectal Cancer Alliance, I lead the activation, engagement, and execution strategy across social media.
SOCIAL ACCOUNTS ~
SOCIAL ACCOUNTS ~
LAUNCH VIDEO ~
LAUNCH VIDEO ~
SOCIAL MEDIA ASSETS ~
SOCIAL MEDIA ASSETS ~
EARNED MEDIA ~
EARNED MEDIA ~
SENTIMENT ~
SENTIMENT ~
IMPACT ~
IMPACT ~
Zocdoc Reports: Cancer Screening And Prevention
Zocdoc booking data points to people are catching up on cancer screenings put off during the pandemic, and suggests that a Ryan Reynolds video drove an uptick in colonoscopy bookings
18+ MILLION video views
Over 3.3 BILLION earned media impressions - entered the cultural conversation from WaPo to People to Bill Maher
244% increase in engagements on posts talking about “colonoscopy” (Sprout Social)
90% lift in posts using #colonoscopy (Sprout Social)
99% positive /neutral sentiment (Meltwater)
AWARDS ~
AWARDS ~
2nd Annual Anthem Awards
LEAD FROM BEHIND won GOLD in two categories for the Anthem Awards for outstanding and effective example of work by a national organization or program that raises awareness for a Health Cause.
Health
National Awareness Campaign
Awareness & Media Categories (Nonprofit)
Health
Special Projects
Awareness & Media Categories (Nonprofit)
27th Annual Webby Awards
LEAD FROM BEHIND was nominated for two Webby Awards, named an honoree in another category, and won the critique’s choice.
15th Annual Shorty Awards
LEAD FROM BEHIND is a finalist for the Shorty Awards in three categories. Winners will be announced in May of 2023.
Finalist, Social Good Campaign
Finalist, Non-Profit
Finalist, Public Service Announcement