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Creative Concepts Brief
In
focus group testing, the Screen
for Life campaign
plans to show participants creative concepts that encourage
appropriate screening for colorectal cancer. CDC plans to test no
more than six TV creative concepts and four print concepts in each
focus group. The concepts will include a variety of appeals:
testimonial, informational, and metaphorical. At least two weeks
will be allotted between each study market to allow time to revise
existing concepts, prepare new concepts in response to participant
feedback, and determine which, if any, concepts should be dropped
from testing. Generally, fewer concepts will be tested in each
subsequent market. Over time and from one city to the next, less
promising concepts will be discarded and more discussion time will be
allotted to refining the most promising concepts.
All
concepts will include basic Screen
for Life messaging:
Screening for colorectal
cancer should begin at age 50.
Screening helps prevent
colorectal cancer.
There are several screening
test options.
Screening for colorectal
cancer saves lives.
If you’re 50 or older,
talk to your doctor and get screened.
Using
a storyboard or animatics, the participants will be presented with a
visual representation of what the ad would look like, along with a
soundtrack, to simulate produced advertisements, without having to
incur the high cost of filming and production. Prior to showing the
animatics, the focus group moderator will explain the unfinished
nature of the advertisements and emphasize that any concept, if
produced, would include moving video, as well as professional actors.
Following
are the creative concepts we plan to test.
Concept #1
This
concept is set in a home, where a woman is sitting on her sofa, and
her dog is sitting right in front of her looking at her.
The
dog barks and tilts her head
The
woman talks to herself, as if responding to the dog,
“I know I need to
do it. Next month.”
The
dog then barks sharply.
The
woman considers this and says,
“You’re
right, I shouldn’t wait.” (The
woman looks up a phone number, and picks up the phone to dial) all
the while talking to her dog.
The
woman says:
“I’m 50 –
can you believe it?!!…how old is that in dog years?”
The
dog barks again.
The
woman says to the dog:
“See, I’m
calling the doctor. Shhhh.”
She
says to the person on the phone… “I want to
come in to see about getting screened for colorectal cancer.”
As
she writes down appointment info, she says: “Okay,
thanks…I’ll be there.”
She
hangs up and plays with the dog…
Voiceover
from off-screen narrator:
Colorectal cancer is
the second leading cancer killer in the U.S. But it can be
prevented. Screening helps find polyps so they can be removed before
they turn into cancer. Don’t wait for symptoms…polyps
and colorectal cancer don’t always cause symptoms. If you’re
over 50…
Dog barks loudly,
interrupting the voice-over narration for a second.
Narrator
continues: …get
screened!
CUT TO TITLE
CARD with HHS, CDC, and Screen for Life logos and contact info.
Narrator
voiceover: Screening Saves Lives.
Concept 2.
A
50-something woman is putting on make-up in her bathroom mirror. She
sees her husband, also 50-something, in the reflection of the mirror
walking by.
Man: Honey, did you drop off my dry cleaning?
Woman: I’ll do it later
The husband
is sitting at the kitchen table reading a newspaper, when his wife
walks in and pours coffee into to-go cup. She pauses and turns to
her husband.
Woman: Remember…it’s time to take
the car in for an oil change.
Man nods ‘yes’: I’ll do it
later.
Woman kisses
him, and as she heads for the door, she turns to him and says.
Woman: And please make that appointment with the
doctor about getting screened for colorectal cancer. I’ll see
you for dinner?
Man says: Yes- see you later.
He puts down
his paper as his wife closes the door behind her. He immediately gets
up and picks up the phone to make an appointment. He dials, then
listens and writes down appointment information on a calendar.
ANNOUNCER VOICEOVER: There are some things you
can put off doing, but if you’re 50 or older, getting screened
for colorectal cancer isn’t one of them. Screening helps find
precancerous polyps so they can be removed before they turn into
cancer. This is one cancer you can prevent!
Screen for Life
logo and website appear on screen.
If you’re 50 or older, don’t wait.
Talk to your doctor about which screening test is right for you. And
get screened – Screening saves lives!
Concept 3.
This
concept features a real woman – not an actress – telling
the story of what happened to her husband and family. It is based on
what she has shared about her husband’s death from colon
cancer. (will test for video and print ads)
Claudia:
John was an amazing husband and father and I miss him so much each
and every day.
(Cut
in family photos and videos, as appropriate)
Claudia:
When John turned 50, I reminded him to get his physical and to get
checked for colorectal cancer.
That year and every year after, he got his
physical, but no colorectal cancer screening test.
We had these conversations dozens of times. “Do
it for the kids,” I’d say. Or, “How would you
feel if I didn’t get my mammogram?” He was a smart
man…but he didn’t do it.
Eight years later, he was diagnosed with stage 4
colon cancer.
Colorectal cancer is preventable…screening
helps find precancerous polyps so they can be removed before they
turn into cancer. And screening can find this cancer early, when
treatment can be very effective. But John simply didn’t get
screened.
I’m tell you this so you can avoid what my
family has gone through. When John’s doctor told him nothing
more could be done, John said, “I should have gotten that
colonoscopy.” How could we not think that?
Please talk to your doctor about which colorectal
cancer screening test is right for you. Screening really does save
lives. It might have made all the difference to my family.
End
on Screen for Life graphic and information – including logo and
web address and phone number
Concept 4. Do Over
This
concept ensures diversity among talent.
(will
test for video and print ads)
50ish woman
parallel parks badly, pulls out and does it again.
40ish man
rearranges furniture, realizes sofa is blocking a bookshelf…he
moves it till he’s satisfied.
50-something woman
gets coffee, spills it. The barista gives her a new cup of coffee,
with a smile. Woman looks up at camera.
WOMAN 1: You can
get a do-over for so many things, but here’s the do-over I
really wish I had…
Cut to man in living room
who looks directly at camera.
MAN: I wish I
could go back in time to be more forceful, more insistent, when I
talked to my dad
Cut to woman in
Parked car. She Looks into camera from DRIVER’S seat.
WOMAN 2: My
husband
Cut to woman in
coffee shop.
WOMAN 1: My
Sister. About getting screened for colorectal cancer. She didn’t
want to get screened because she didn’t have symptoms,
MAN: It didn’t
run in our family.
WOMAN 2: My
husband? He just refused. He had so many excuses. And I didn’t
push it.
WOMAN 1: Now I
know there are several screening test options. And that polyps and
colorectal cancer don’t always cause symptoms at first.
MAN: I know that
screening finds precancerous polyps so they can be removed before
they turn into cancer.
You can prevent colorectal cancer.
WOMAN 2: I’ve
learned that men and women should start getting screened at 50. It’s
too late for my husband.
WOMAN 1: My
sister
MAN: My father.
But you can be my do-over.
WOMAN 2: Please,
if you’re 50 or older, do it
WOMAN 1: Get
screened for colorectal cancer.
Screen for Life
logo and website appear on screen.
MAN (Off Camera
VO): Screening Saves Lives.
Concept 5.
Opens on a man
talking to the camera.
Man says:
Most of us dream about retirement…what we’ll do when we
stop working. But I’m not going to stop being active.
Woman talks
to camera: Neither will I!
Man
on camera: We still have a lot to do…
Woman:
Enjoy our grandchildren
Man:
Travel with the family
Woman:
Walk in the park.
Man:
Volunteer at the Y.
Woman:
Go to more movies
Man:
Get the yard in shape
Woman….We
don’t want to stop enjoying life.
Man
and woman together. Woman says: that’s why we got
tested for colorectal cancer.
Man:
if you could prevent cancer, why wouldn’t you?
Screening helps prevent colorectal cancer.
Woman:
Screening finds precancerous polyps so they can be removed before
they turn into cancer.
Man:
So it was a no-brainer….don’t want to get colon cancer?
Get screened!
Woman:
If you’re 50 or older, it’s time. Get screened.
Man:
Ask your doctor which test is right for you.
Woman:
And get screened
Man:
So you can enjoy the retirement you’ve earned!
Narrator
speaks over Screen for Life and information graphic:
Screening Saves Lives
Concept 6.
(will
test for video and print ads)
We
see a man who is in his 50s. He is sitting in his living room. His
wife is also there, and there are photos on the wall or on tables.
The
man says:
You know - I
am a very, very lucky guy. One day my wife convinced me to get
screened for colorectal cancer. I’m so glad she did.
The
woman says:
They found precancerous polyps and they removed them before they
turned into cancer.
The
man says:
Thanks to that, today I'm able to...
Cut
to a series of photos illustrating what the man is saying.
Hug
my grandchildren.
Enjoy
family celebrations...
Go
to a game with my friends...
Talk
every day with my mother...
Cook
with my wife...
Travel
with the family...
Go
fishing...
Go
to the movies...
We see the man and woman on
the sofa: She says:
And
so many other things.
The
man says:
The
truth is... I'm a very lucky guy.
An
announcer says (off-screen) as we see the Screen for Life logo and
HHS/CDC logos and web address and 1-800-CDC-INFO
Voiceover:
Screening tests can prevent colorectal cancer…so if you’re
50 or older talk to your doctor and ask which test is right for you.
Cut
to man talking to camera, he is hugging his wife.
You
can be as lucky as I am. Get screened!
File Type | application/msword |
File Title | Centers for Disease Control and Prevention |
Author | Wendy L. Child |
Last Modified By | Gelb, Cynthia (CDC/ONDIEH/NCCDPHP) |
File Modified | 2015-06-22 |
File Created | 2015-06-22 |