• by Les Luchter , October 1, 2024

In a :30 spot from Casanova/McCann, a Hispanic man ascends a staircase in his home, passing by photos showing key moments from his life, including a 45^thbirthday celebration. At the top of the stairs, a very happy wife hands him a Cologuard box as he heads to the bathroom. Then, the brand’s familiar anthromorphic package celebrates.

For Exact Sciences, maker of Cologuard, the spot marks the centerpiece of its first-ever Spanish-language campaign for the at-home colon cancer screening test. The brand, approved by the FDA 10 years ago, has been running English-language ads since 2016.

The campaign has two distinct goals, Chief Marketing Officer Jaime LaMontagne tells Marketing Daily.

The primary one, she says, is to “drive education within the Hispanic community on colorectal cancer [CRC] and show why screening beginning at age 45 is imperative. As of today, less than half of eligible Hispanic adults undergo recommended screening, but CRC is treatable in 90% of people if caught early.”

The second goal, LaMontagne continues, is to increase awareness of Cologuard as “an effective and affordable non-invasive screening test that can be done in the privacy of one’s own home.”

She adds, “Our hope is that this campaign leads to an eventual increase in screening rates, because CRC is the second-leading cause of cancer death among Hispanic men, and the third-leading cause of cancer death among Hispanic women.”

The American Cancer Society also reports that Hispanics are diagnosed with cancer at later stages than the general population, have the second highest death rate of all groups due to colon cancer, and that 42% of Hispanics are not up to date with colon cancer screenings, a rate that’s even lower among 45- to 49-year-olds.

“With Hispanics representing almost 20% of the U.S. population, it’s imperative as a global leader in cancer testing that we do more to increase screening rates for CRC within that community and in a way that is thoughtful and culturally relevant,” LaMontagne explains

“Family is the cornerstone within the Hispanic community,” LaMontagne says in explaining the campaign’s content focus, “and we know that conversations about health become a priority when viewed through the lens of how it could impact family.”

The company’s consumer research “also uncovered the insight that these consumers prefer a more private, discreet, at-home screening option.”

Targeted specifically at 45- to 64-year-olds, the campaign, which will run through years’ end, not only includes TV, but radio, digital and social. OMD leads the media buying.

Based on research finding that “radio is beloved and a high-frequency platform within the Hispanic community,” reaching about 90% of the U.S. Hispanic population weekly, LaMontagne reports the national campaign is doing “an extensive push across AM/FM stations, specifically targeting Mexican Regional, Spanish Adult Hits and sports radio shows.”

The TV buy includes national networks Telemundo, Univision and Fox Deportes.

In addition to the consumer campaign, there’s a campaign aimed at healthcare providers, with Eversana InTouch handing creative and SSCG Media Group media.