I Love You, Get Screened

ART DIRECTION

Cancer is the second leading cause of death in the United States, affecting about 1 in 6 people. While many cancers can be detected early through screenings—often covered by insurance—data revealed that people still avoided discussing these screenings with their doctors.

For years, the American Cancer Society (ACS) leveraged its credibility as a leading health organization to promote cancer screening, but research showed that expert-driven messaging wasn’t enough to drive behavior change. Instead, hearing from loved ones had the most profound influence. This insight became the foundation for the "I Love You, Get Screened" campaign, a powerful movement urging families to start life-saving conversations.

Campaign Branding:
Fresh from an organizational rebrand, the campaign needed to embody the modern, bold visual identity of ACS while maintaining an intimate, personal connection. I led the creation of a dynamic identity system that evolved with each real-life story we shared, ensuring every piece of creative felt genuine and deeply personal.

At the heart of the campaign was a unique campaign mark that acted as a signature sign-off for all creative assets. It tied together the messaging with a consistent, recognizable branding element while allowing flexibility to change with each story.

Execution:
We brought the campaign to life through authentic storytelling, centered around 9 real individuals whose lives were saved by early cancer screenings. By capturing emotional narratives and family connections through heartfelt videos and photography, we spread the powerful message: "Cancer screening saves lives."

To broaden the campaign’s reach, we cut the longer stories into smaller, shareable pieces tailored for social media. These bite-sized videos and graphics kept the heartfelt messaging intact while making it easier for people to engage with and share across our audiences on Instagram, Facebook and TikTok.

We also created additional social assets to help support the campaign throughout the year, aligning posts with cancer awareness months and leveraging cultural moments like Valentine’s Day and the big football game. This strategy kept the message timely, relevant, and emotionally resonant, ensuring it stayed top of mind for audiences.

Alongside these efforts, we developed nationwide campaign elements, including display ads, out-of-home placements, and print ads, to further amplify the message and reach new audiences.

This comprehensive strategy kept the campaign timely, relevant, and emotionally resonant, ensuring it stayed top of mind for people across various platforms and touchpoints.

Impact:
The "I Love You, Get Screened." campaign redefined ACS’s approach to cancer screening messaging by putting real stories and heartfelt connections at its core. The use of a modern, flexible visual identity ensured the campaign resonated across platforms, while strategic content planning made it adaptable to cultural and seasonal moments. This fresh direction not only aligned with the ACS rebrand but also moved the needle on public awareness by inspiring audiences to act out of love for their families and friends.

I Love You, Get Screened Creative Team:
ECD: John Castrillon
CD: Trisha Lahiff
AD: Tyler Neal
Videographers and Editors: Avery Clark, Jarrod Sumpter
Copywriters: Regina Strong, Erika Yost
Designers: Francheska Aristy, Ayrton Fernandez