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.
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.