Milestones Campaign

In 2021, the physicians of Texas Colon & Rectal Specialists joined a new colorectal specialty division of LOOMIS client Texas Oncology. While the group provides some of the most advanced colon cancer and hemorrhoid treatment options in the field, many patients first experience TCRS through preventive screenings, like colonoscopies. When the CDC dropped the guidelines for a first colonoscopy from age 50 to age 45, the client challenged us to raise awareness about the importance of early colon cancer detection to a target audience who didn’t yet have screenings on their radar.

The new recommendation to get a first colonoscopy at age 45 gave our target a new milestone in their lives, one we wanted to ensure they viewed as perhaps one of the most important in that it could save their life. Connecting nostalgic milestones from ages past — like getting their driver’s license at 16 or studying for exams at 20 — to a new milestone for them at age 45 helped them identify that “it’s time” for them to get a colonoscopy. Launched during March’s Colon Cancer Awareness Month, the campaign consisted of banner ads, paid social, and paid search, and drove to a landing page with more information as well as a way to request an appointment.