LOOKCloser
The Task
Build momentum on the successful 3-year partnership between Baylor Scott & White Health and Dak Prescott to drive awareness for early cancer screenings during the NFL’s annual My Cause My Cleats game. How do we continue to stand out from the crowd?
The Truth
Early cancer screenings account for 80% of prevented deaths, yet most people skip them. Why? Because they only look for symptoms, and symptoms often don’t appear until later stages.
The Transformation
During a game where every player was going BIG with their My Cause My Cleats shoes, we went small—really small. We created a miniature world for Dak that urged Cowboys fans to take a moment and take a closer look, both at Dak’s cleats and at their health.
