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To promote the campaign on TikTok, the NFL and the American Cancer Society launched a “Friday Night lights” livestream kick-off virtual events on the app featuring NFL legends, current players, fans, players’ families, and cancer survivors. The marketers behind the campaign expanded their social media strategy this year to reach users on TikTok and spread the message of Crucial Catch to Generation Z and Millennials, the core audience of the app. Other than social media, marketers have also spread the word about the cause through an app called Defender and other methods such as: Over the past few years, the cause has also inspired the hashtag #CruicialCatch on every platform so users can post about the game and raise awareness about cancer detection online. s8wfM2bUO1Ĭrucial Catch is annually promoted by every NFL team and both organizations on social platforms such as Instagram, YouTube, Facebook, and Twitter.

Battling since '15, she advocates for early detection.Ĭancer screenings are down 80% since COVID-19. We continue celebrating courageous cancer warriors like Cameron, the talented artist behind the #CrucialCatch embroidery.

Every year, the NFL raises awareness during their Crucial Catch game – but this year the team also decided to raise awareness about Crucial Catch on TikTok to reach a new audience. This program promotes health equity and addresses resource disparities to help shine a light on the importance of cancer screenings. Through Crucial Catch, the NFL also raises money to support the American Cancer Society’s Community Health Advocates that are “implementing the Nationwide Grants for Empowerment and Equity program”. Together, the NFL, its clubs, players, the NFL Player Association, and the American Cancer Society have committed to providing resources and tools to the community as a way to reduce their risk of cancer. The NFL’s Crucial Catch mission, in particular, is to “ fight cancer through early detection and risk education ”. For the campaign, the NFL partners with the American Cancer Society, which is a global grassroots organization made up of 1.5M volunteers dedicated to saving lives through educationa l resources about cancer screenings. Not only does the NFL take part in Crucial Catch, but they also participate in charitable missions such as “Huddle at Home” and “My Cause My Cleats”. The NFL, or the National Football League, has had a relationship with plenty of organizations over the years to provide financial assistance and awareness for important causes. With TikTok’s 800M active users worldwide, the Crucial Catch campaign instantly achieved virality and high engagement.ĭownload the complete NeoReach Crucial Catch Campaign Teardown NeoReach Crucial Catch Campaign Teardown Crucial Catch This year, to raise awareness about Crucial Catch, their joint campaign to promote “catching” cancer early through cancer screenings, both organizations specifically decided to hop onto TikTok to market their mission to Millennials and Generation Z. Projecting a 50% decrease in funding, the two organizations decided to cut the risk of marketing through traditional means and invested in online and virtual strategies. With the 2020 COVID-19 pandemic, the NFL and the American Cancer Society needed to find a way to promote their Crucial Catch campaign to avoid a fundraising shortage. Promoting Crucial Catch on Social Media.