Health and Wellness > Education & Services

REVERSE RUN

FCB CHICAGO, Chicago / undefined / 2016

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Overview

Credits

OVERVIEW

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CampaignDescription

Reverse Run, a butt-first, backwards run for colon cancer awareness. Reverse Run is the first charity run to directly identify where the disease occurs, making awareness an integral part of the run by having participants cross the finish line where the problem starts—the butt. We educated runners about the six key warning signs of colon cancer throughout the course of the run.

Reverse Run created a dialogue around colon cancer that previously did not exist. The run’s cheeky approach removed the social stigma of talking about colon cancer and educated participants about the disease in the process.

Execution

In April we launched the inaugural Reverse Run. Colon cancer survivors, runners, doctors, families, and press were in attendance. At first glance, the run appeared to have all the elements of a traditional run, but the unusual sight of hundreds of people running backwards ultimately set it apart. Posters explaining the early warning signs of colon cancer were placed along the run route and runners crossed the finish line butt-first. Every part of the run was another opportunity to take away the awkwardness of talking about colon cancer.

In preparation for Reverse Run, we made sure the whole city of Chicago was talking about it. We hosted Reverse Run training sessions in parks, hacked regular runs by running them backwards, and placed Reverse Run posters throughout the city.

Outcome

The first-ever Reverse Run created a brand property for colon cancer. Between the press coverage and social media posts, Meredith’s Miracles Colon Cancer Foundation achieved unprecedented engagement and awareness. Garnering over 18 million impressions and making butts trend for a good cause, we stopped the embarrassment that surrounds colon cancer and started a conversation about saving butts. Every runner that crossed the finish line butt-first, became an advocate for awareness. This created a movement that's just getting started and because of the run’s phenomenal success, future Reverse Runs are currently being planned in more cities. The inaugural Reverse Run also raised enough money to help support the treatment of four families struggling in their fight with colon cancer.

Relevancy

Our branded, live experience was the first charity run to directly identify where the disease occurs, making awareness an integral part of the run by having participants cross the finish line where the problem starts—the butt. The ultimate goal was to remove the social stigma of talking about colon cancer by finding a fun way to start a serious dialogue.

Strategy

Colon cancer is the 2nd deadliest cancer in the U.S., but with early detection it’s one of the most treatable forms of cancer. The problem was no one was talking about colon cancer because it’s an uncomfortable topic—after all, it affects your butt. We needed to find a fun way to start a serious conversation about disease prevention. Reverse Run removed the social stigma surrounding colon cancer by creating an engaging event that educated runners about the disease.

Synopsis

Colon cancer is the 2nd deadliest form of cancer in the U.S.; it’s also the most treatable if detected early. The problem was no one was talking about colon cancer because it can be an embarrassing topic. Humana and Meredith’s Miracles Colon Cancer Foundation believe in health care prevention, so they needed to find a creative way to get people talking and educating themselves about colon cancer in order to stop the disease before it starts.

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