Firefighter-Turned-Influencer Approaches Cancer Convos With a Sense of Humor

Dec. 20, 2022

It may come as no big surprise that firefighters and first responders are at higher risk of cancer, but what might be surprising is they are often slow to seek medical attention. 

That’s why non-profit education and advocacy organization DetecTogether has partnered with creative agency Cactus to create the “Response Time Matters" campaign, which promotes their mission to save lives by reminding firefighters and first-responders to help detect cancer early. 

The humourous multimedia campaign features fireman/influencer Jason Patton of the Fire Department Chronicles, who entertains while confronting and educating stubborn first-responders to remember their responsibility to their own health, and the health of their teammates, in the form of early cancer detection methods. The campaign’s centerpieces are the three spots that each end with the powerful message: "Just like a fire, response time to cancer matters."

The campaign also includes products that can be used around firehouses, including mugs and cheeky posters posted throughout the firehouse to remind employees to perform specific self-checks like, "Look At Your Poop."

Andy Bartosch, Associate Creative Director at Cactus said:

"The Response Time Matters campaign seeks to change firefighter’s mindsets by using authentic humor to get these first responders talking about and paying attention to their own health changes. We leveraged Patton to build a multimedia campaign that starts with a shareable video, spreads across firefighters' social channels and digital spaces, and lands directly in the firehouse where we can get them talking about and checking in with their bodies via collateral that teaches them how to check for health changes that could be indicative of cancer."

 

Tricia Laursen, President, of DetecTogether said:

"Occupational exposures put firefighters at a higher risk for cancer. For the past five years, our in-person training has been helping to save their lives by teaching them how to detect cancer early. We worked with Cactus to discover a new and authentic way to more quickly connect with and inspire firefighters to put our ‘3 Steps Detect’ roadmap to early cancer detection into action. Their Belief & Behavior Design® process helped us more deeply understand key elements that need to be part of the campaign."