GSK asked us to collaborate with organizations like the Endometrial Cancer Action Network for African Americans (ECANA) and the National Pan-Hellenic Council (a.k.a The Divine Nine) to create an awareness campaign around the most common gynecological cancer killing Black women almost 2X more than White women - endometrial cancer.
“Red Dab Red Flag” aims to help post-menopausal Black women detect or “red flag “ the most common symptom of endometrial cancer— spotting or “the red dab”, so they can seek testing and treatment sooner.
First, in a few short, powerful clips, I helped capture the story of ECANA founder and gynecologic oncologist Dr. Kemi Doll, a recent patient, and two caregivers, all of whom share a unique perspective about this type of cancer.
Dr. Kemi Doll, Gynecologic Oncologist PSA video
Shawn S. Smith, Endometrial Cancer Patient PSA Video
Caregivers Jamica Jamison and Juanita Quillin PSA Video
Then, I wrote a “Take Action” discussion guide filled with facts, questions for doctors, and some community-friendly conversation starters.
Then, I wrote a series of social captions unique to the doctor, patient, and caregiver videos that could be posted by ECANA and The Divine 9’s social channels, and would drive people to our Red Dab Red Flag landing page.
After that, I wrote copy for the Red Dab Red Flag landing page currently housed on the official GSK website. There, visitors could:
Watch each video in its entirety
Learn how to start the conversation by downloading the “Take Action” discussion guide to help spread awareness within their communities.
Within days of going live, the average time spent on the landing page was 124% higher than the the site benchmark, along with other disease awareness content pages.
