Building Awareness and Trust: The American Lung Association’s Clinical Trial PSA
A Call to Action Amidst Health Disparities
In response to the COVID-19 pandemic exacerbating health disparities, the American Lung Association launched an “Awareness, Trust, and Action” project aimed at encouraging clinical trial participation among Black lung cancer patients. This campaign needed to overcome deep-seated mistrust and limited access to information.
Client
American Lung Association
Fufu and Grits
Role
Creative Producer
Core Skills
Strategic Vision and Planning, Leadership and Team Management, Storytelling Expertise, Cultural Competence, Empathy-Driven Communication
Technical Skills
Project Management, Film Production, Visual and Design Direction, Video Production Oversight, Post-Production Supervision, Content Distribution Strategy
The Vision
The primary goal was to create culturally informed PSAs that educated, reassured, and empowered Black communities to consider clinical trials as a viable treatment option. Success was measured by engagement metrics and feedback demonstrating shifts in awareness and intent.
The Journey
Research and Insights Gathering
The campaign started with qualitative and quantitative research, including stakeholder interviews and focus groups. Findings revealed the importance of addressing systemic mistrust, historical trauma (e.g., the legacy of the Tuskegee Study), and the need for clear, transparent communication.
Strategic Development of PSA Content
To ensure authenticity, PSAs featured trusted community figures such as local pastors and Black medical professionals who could effectively convey messages. The content emphasized patient empowerment, clarity on clinical trial processes, and highlighted clinical trial benefits.
Multi-Channel Distribution Strategy
The distribution strategy integrated digital advertising, social media promotions, and partnerships with influencers. The 30-second PSA featuring Pastor Collins emerged as a standout asset, garnering over 2,500 views and significant engagement through paid media channels.
The Impact
The campaign effectively reached its goals with impressive outcomes:
The PSAs received 705,655 impressions within doctors’ offices and through various partnerships.
Social media advertising across Facebook and Instagram accumulated over 1.2 million impressions and 266,803 video views.
Influencer collaborations generated 2,848,175 impressions, amplifying the reach among targeted demographics.
The PSAs and associated media garnered significant attention. For instance, Pastor Collins’ 30-second PSA led digital performance metrics with over 2,500 video views and hundreds of thousands of impressions across various platforms.
Engagement with younger family members and community stakeholders further reinforced the campaign’s impact, facilitating more open conversations around clinical trial participation.
Reflection
This initiative underscored the value of empathetic storytelling and trusted voices in fostering community engagement. The campaign’s success demonstrated that culturally relevant content can address complex issues like medical mistrust and improve healthcare participation.
Future recommendations include deeper engagement with local communities, ongoing educational efforts to demystify clinical trials, and continued use of trusted figures to deliver impactful messages.