This will hide itself!
Storytelling and Video Production for The American Cancer Society's CPS-3 Study
For decades, the American Cancer Society (ACS) has been at the forefront of groundbreaking research in the fight against cancer. One of its flagship projects, the Cancer Prevention Study-3 (CPS-3), is a testament to its commitment to understanding and preventing cancer. Chosen Few Media, a creative video production agency, collaborated with ACS to produce a compelling video aimed at engaging participants and motivating non-responders to actively contribute to the study.
The American Cancer Society
Storytelling and Video Production for The American Cancer Society's CPS-3 Study
01
Challenge
The primary objective of the video was to leverage testimonial-style narratives from current CPS-3 respondents to inspire engagement among lapsed respondents and reinforce commitment among active participants. Through authentic storytelling, the video aimed to highlight the importance of CPS-3 in advancing cancer research and saving lives.
02
Approach
Target Audiences:
Lapsed Respondents: Approximately 90,000 individuals who have not completed the 2021 Follow-up Survey. Active Participants: CPS-3 enrollees who need motivation to continue their participation in the study.
Key Messages:
CPS-3 Importance: The video underscored the significance of CPS-3 as a prospective cohort study, emphasizing its role in tracking participants over time to understand the impact of lifestyle, environmental factors, and healthcare disparities on cancer risk and survivorship.
Research Objectives: It highlighted CPS-3's pivotal role in cancer prevention, survivorship research, and its ability to identify emerging areas of concern such as the impact of contemporary trends like e-cigarettes and the COVID-19 pandemic on cancer outcomes.
Creative Approach:
Chosen Few Media adopted a comprehensive approach to capture the essence of CPS-3 and its impact on participants' lives:
Thorough Interviews: Conducted in-depth interviews with 4-6 diverse CPS-3 participants in Atlanta, exploring their motivations for participating in the study.
Expert Insights: Interviewed ACS staff scientists to provide authoritative context and understanding of the study's significance.
Storytelling Focus: Emphasized the human element by crafting questions that resonated universally, ensuring viewers could connect with the participants on a personal level.
Dynamic Filming: Utilized two-camera setups to capture intimate, emotive shots of participants, complemented by dynamic hero shots to highlight their humanity and resilience.
Creative Deliverables:
Three-Minute Video: The final deliverable was a poignant three-minute video that encapsulated the essence of CPS-3 and the profound impact it has on participants and cancer research.
Distribution Strategy: The video was strategically disseminated across ACS's social channels and newsletters targeting CPS-3 participants, ensuring maximum reach and engagement.
03
Results
Chosen Few Media's video proved to be a resounding success, eliciting emotional responses and fostering a deeper connection between viewers and the CPS-3 initiative. By humanizing the research process and showcasing the real stories of participants, the video effectively motivated lapsed respondents to re-engage and inspired active participants to continue their invaluable contribution to cancer research.
04
Conclusion
Through meticulous storytelling and creative production techniques, Chosen Few Media played a pivotal role in amplifying the impact of ACS's CPS-3 initiative. By compellingly conveying the importance of cancer research and the vital role of participants, the video served as a powerful catalyst for engagement, ultimately driving progress in the fight against cancer.
