DetecTogether, a group dedicated to promoting early cancer detection strategies, is out with a new campaign from agency VSA targeting firefighters. 

Cancer is the leading cause of death of firefighters, and as a group are 14% more likely to die of cancer than the general population.  

The campaign features videos starring New York City firefighters and Jason Patton, a firefighter and paramedic whose “Fire Department Chronicles” social media series has nearly 2 million followers. 

“The campaign hinges on two ideas critical to breaking into the firefighter audience: humor and authenticity,” says Mike Lee, VSA director of strategy. By partnering with Patton — who’s known for his comedic content — and the FDNY, the campaign delivers on both.” 

"Our jobs are incredibly serious," says Patton. “Lives are on the line. So between jobs, while we’re at the firehouse, we like to lighten things up. And that’s exactly what DetecTogether’s videos do, using comedy to get firefighters taking action against cancer.” 

The campaign urges firefighters to use DetecTogether’s “3 Steps Detect’’ process to improve the chances of an early cancer diagnosis.  

Sample the work here.