“Late,” the Memorial Sloan Kettering Cancer Center campaign that sought to convey the urgency of preventative screenings and reach communities that are less likely to access those services, won gold among providers and insurers for Film/TV/Video Campaign of the Year.

The New York City-based cancer treatment and research institution launched the campaign, which ran between February and April, to connect with Hispanic communities across the country. Cancer is the leading cause of death among Hispanic and Latino people, with barriers such as language and education hindering them from accessing care, according to the U.S. Centers for Disease Control and Prevention.

In collaboration with the advertising agency Alma DDB, Memorial Sloan Kettering Cancer Center released its short-film campaign to increase awareness of the repercussions of delaying preventative screenings and galvanize members of the community to get checked.

The bilingual campaign, which was released at Hispanic film festivals in major cities including Chicago, Dallas, Miami and San Diego, weaves a love story punctuated by moments of tardiness to classes, dates and concerts—and eventually the protagonist’s preventive screenings.

The campaign exceeded its marketing goals, racking up 28.7 million impressions divided between TV ads, social media and out-of-home venues, according to the agency. It also resulted in more than 250 people engaging with the “Get Screened” link connecting them with the American Cancer Society.