Excerpts from thedrum.com:
DetecTogether, a non-profit dedicated to promoting early cancer detection and prevention, released a national education campaign targeting firefighters.
The campaign is informed by data from the Firefighter Cancer Support Network, which suggests that occupational cancer is the leading cause of line-of-duty deaths in the fire service and firefighters are 14% more likely to die from cancer than the general population.
Despite these grim statistics, DetecTogether’s campaign makes light of the situation by showcasing the hidden musical talents and dance moves of firefighters. In center view is Jason Patton, a firefighter and paramedic whose Fire Department Chronicles series has nearly 2 million followers on social media, accompanied by other Fire Department of New York (FDNY) members. The videos were filmed at the FDNY training academy on Randall’s Island.
“Our jobs are incredibly serious,” Patton said. “Lives are on the line. So, between jobs, while we’re at the firehouse, we like to lighten things up. And that’s exactly what DetecTogether’s videos do: using comedy to get firefighters taking action against cancer.”
The PSA also introduces firefighters to DetecTogether’s simple roadmap to early cancer detection, called ‘3 Steps Detect.‘ The organization describes the process as:
- Know Your Great: know what ‘great’ feels like for your personal health
- Use the 2-Week Rule: seek medical attention for persistent subtle health changes lasting two weeks
- Share With Your Doctor: share changes in your health, even if they are uncomfortable or embarrassing
The second film also leverages humor to spread awareness, as Patton picks on his fellow firefighter, O’Malley, and holds a dummy:
The organization tapped a Chicago-based ad agency to ideate and develop the campaign, which refreshes its existing ‘Response Time Matters’ campaign
The campaign was made possible with additional support from EMW-2021-FP-00573,1A Auto, Last Call Foundation, Powertech Controls, the Fire Department of the City of New York (FDNY), Firefighter Cancer Support Network, and the Center for Fire, Rescue & EMS Research.
