Gold award for Social Media Campaign of the Year
Baylor Scott & White Health
Campaign: Dak's Cleats for a Cause
Agency/Firm: Launch Agency
Client: Baylor Scott & White Health
Dallas-based Baylor Scott & White Health partnered with Dallas Cowboys quarterback Dak Prescott and shoe designer Jake Danklefs to promote the health system’s colon cancer screening services. When the American Cancer Society lowered the average age for early colorectal cancer screening from 50 to 45, it opened eligibility to 21 million more people in the U.S. Baylor Scott & White’s goal through this campaign, created by the Launch Agency, was to reach some of those newly eligible people.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
Prescott and Danklefs, who each lost a parent to colon cancer, used their influence to help spread the message of colon cancer prevention through social media. In a 90-second video posted on Facebook, Instagram, TikTok and YouTube, the two connect over losing a parent to the disease and design a cleat for Prescott to wear honoring his mother’s memory. The video ends with a call for people to get screened for colon cancer. The campaign, which won gold among providers and insurers for Social Media Campaign of the Year, was launched before the National Football League’s annual “My Cause, My Cleat” game, when players are allowed to decorate their cleats to recognize a cause they support. The timing helped maximize the campaign’s reach.
In total, the video received a reported 18 million impressions, 1 million reported social media impressions and 135,000 reported engagements. It was shared through the social media channels of the Dallas Cowboys, Baylor Scott & White and Jake Danklefs.