DetecTogether has joined forces with the Chicago-based creative and strategy agency, VSA Partners, to launch its “Response Time Matters” campaign aimed at a high-risk demographic – firefighters.
Cancer remains the leading cause of death among firefighters, and DetecTogether’s President and Executive Director, Tricia Laursen, believes that raising awareness of cancer symptoms and encouraging behavior change can make a significant impact. She stated, “Cancer is the leading cause of death in firefighters, and by raising awareness of what a cancer symptom can feel or look like and accelerating behavior shifts, we can help change that.”
Late-stage cancer diagnoses are a significant concern, with 50% of cancer cases diagnosed at late stages, and only 14% identified through recommended screenings according to the National Institutes of Health (2022). DetecTogether’s mission is to bring the lifesaving advantage of early cancer detection to all, with a focus on raising awareness and encouraging action by patients to facilitate earlier diagnoses.
The campaign features videos starring firefighters from the Fire Department of New York (FDNY) and Jason Patton, a firefighter and paramedic with nearly 2 million followers on social media due to his Fire Department Chronicles series. Watch below:
Mike Lee, VSA Director of Strategy, emphasized that the campaign hinges on two crucial concepts: humor and authenticity. By partnering with Patton, known for his comedic content, and the FDNY, the campaign aims to deliver both elements effectively.
Jason Patton added, “Our jobs are incredibly serious. 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.”
Doug Gallow, VSA Associate Partner of Client Engagement, emphasized that these partnerships allow the campaign to resonate from within the firefighting community itself, delivering a message for firefighters by firefighters.
Occupational cancer stands as the leading cause of line-of-duty deaths in the fire service, with firefighters being 9% more likely to be diagnosed and 14% more likely to die from cancer compared to the general population. DetecTogether’s goal is to raise awareness about cancer warning signs and motivate firefighters to follow DetecTogether’s simple roadmap to early detection, known as “3 Steps Detect.”
The “3 Steps Detect” process includes:
- Know Your Great (understand what “great” feels like for your personal health).
- Use the 2-Week Rule (seek medical attention for persistent subtle health changes lasting 2 weeks).
- Share With Your Doctor (communicate changes in your health, even if they are uncomfortable or embarrassing).
To achieve this goal, VSA Partners captured video content at the Fire Department of New York’s training academy on Randall’s Island, known for its rigorous courses and highly regarded programs. The media plan, executed by Prohaska Consulting, provides DetecTogether with 12 months of fresh content to track metrics around firefighters’ actions and beyond. The refreshed campaign complements existing organic components, such as kits for fire stations containing informative posters about the early signs of cancer, with digital, paid social, and influencer promotions.
Laursen expressed her excitement about the campaign’s potential to save lives, stating, “We’re excited to save lives. That’s what the work is about, and VSA Partners helped us do that with creativity and humor along the way.”
In conclusion, Patton summed up the campaign’s impact, saying, “Anytime you can get firefighters singing and dancing is a good day. Watch the videos—you’ll see what I mean.”
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