This will hide itself!
The American Cancer Society teamed up with Chosen Few Media to produce authentic, high-quality videos featuring Black women, successfully building trust and recruiting 100,000 participants for the "Voices of Black Women" study in 2024.
American Cancer Society
Voices of Black Women - American Cancer Society
01
Challenge
The American Cancer Society (ACS) aimed to recruit 100,000 Black women for its "Voices of Black Women" study, designed to better understand cancer and other health conditions affecting Black women. The challenge was to create content that:
Resonated authentically with a diverse audience of Black women.
Built trust in a community that has historically mistrusted the healthcare system.
Delivered powerful, story-driven, and visually compelling messages to encourage participation.
02
Approach
Chosen Few Media adopted a multi-faceted strategy to ensure the campaign’s success:
Authentic Leadership: We hired a Black female director and an all-African American crew, fostering trust and relatability on set.
Visual Strategy: We designed a warm, relatable, and inviting visual aesthetic tailored to Black women, particularly those in the Southeast.
High-Quality Production: Using state-of-the-art equipment and a highly skilled team, we ensured top-tier production quality.
Storytelling Focus: We centered the campaign on personal, heartfelt stories, highlighting the lived experiences of Black women and the study’s significance.
03
Results
Chosen Few Media produced content that was both authentic and emotionally compelling. Our team:
Developed a narrative featuring personal stories from Black women, driving home the study’s importance.
Showcased ACS’s lead researchers to explain the study’s goals in clear, relatable language.
Created a community-focused, trust-building tone that helped bridge the gap between ACS and the audience.
04
Conclusion
The campaign successfully launched in 2024 with a suite of video content tailored for various platforms:
A 4-minute long-form video for comprehensive storytelling.
A 90-second video optimized for social media and digital use.
A 60-second video designed for quick, engaging promotions.
These videos now serve as key assets in ACS’s national media and recruitment campaigns, generating awareness and interest in the study.
