2022 Recap: Playbook for Crucial Catch
The Crucial Catch mission is to fight cancer by educating fans on the importance of early detection and inspire fans to schedule necessary screenings. The initiative, led by the National Football League, presents an opportunity for teams to join arms with their healthcare partners to reach local communities through authentic conversations and actions inspiring action.
This October, Playbook for Health helped our clients build upon the NFL’s Crucial Catch platform in their local markets, assessing and aligning our clients’ priorities to reach employees, fans, and communities. It was an emotional month as players, patients, and families told stories of survivor triumphs and of loss. It was also an opportunity for teams and players to help raise important funds for cancer programs, and teams and players visited the healthcare systems, local tv networks, and the stadiums to encourage fans to schedule screenings.
Playbook for Health considers the work behind Crucial Catch to be some our most meaningful and impactful efforts each year. Here are some of the highlights for 2022’s Crucial Catch.
Virginia Mason Franciscan Health
Virginia Mason Franciscan Health and the Seattle Seahawks joined forces for Crucial Catch month to educate fans on the importance of screenings, celebrate survivorship, and fundraise for the Crucial Catch Fund to support cancer patients in treatment.
October began with the annual raising of the VMFH and Seahawks Crucial Catch flag at Lumen field where local media was in attendance to help kick off the month-long initiative.
At Seahawks’ practice at the Virginia Mason Athletic Center, the team hosted VMFH oncologists and patients in honor of Crucial Catch. Seahawks player Darrell Taylor served as a spokesperson for VMFH throughout the month. Along with a VMFH oncologist, Taylor was a guest on the local NBC affiliate to share his story of losing his mother to breast cancer while educate the audience on the importance of screenings. The Seahawks dancers represented shared their own personal stories with cancer on Seahawks.com.
Gameday
Pre-game
The day began with a pregame activation at the team’s Touchdown City, a space for corporate partners to reach fans. On full display was a newly co-branded mobile CT unit highlighting the importance of cancer screenings with a goal to soon provide actual screenings with the unit on gameday. The space featured an Ion robotic-assisted platform, used for minimally invasive biopsy in the lung, where fans could navigate through a “lung” while asking questions to pulmonary oncologists on hand. Inquiring and qualifying attendees had a sign-up form for lung cancer screenings.
In-game
During each quarter of the game, oncologists and cancer survivors were celebrated on the video-board. One cancer survivor was surprised by Darrell Taylor with a grant from the NFL celebrating her inspiring story overcoming breast cancer.
Fundraising initiatives for the Crucial Catch Fund gave fans the chance to bid on Seahawks signed merchandise and experiences, and were promoted throughout the game. In honor of the Seahawks’ 12th Man, 12% of all Crucial Catch branded merchandise, a percentage of concession sales, and proceeds from the 50/50 raffle all went to the Fund. Fans in attendance also played a scratch game to win Crucial Catch VMFH and Seahawks co-branded clear bags and gloves, plus some lucky winners took home Seahawks tickets and signed memorabilia. All scratch ticket participants were directed to the Seahawks Crucial Catch donate and auction pages. The Crucial Catch auction lasts the entire month and was further supported by Seahawks and wide receiver Tyler Lockett social posts.
Post-game
The month concluded with a visit to the Virginia Mason Medical Center where doctors and patients received the official Crucial Catch Game Ball from Seahawks staff, including Darrell Taylor. Additionally, VMFH and the Seahawks promoted a free mammogram clinic to take place the first week of November.
Kettering Health
Kettering Health participated in their first Crucial Catch month as the new Official Healthcare Provider of the Cincinnati Bengals. Month long activations centered around the mission to fight cancer through early detection, providing fans tools and resources to reduce cancer risk, and celebrating survivors.
To begin the month, Bengals Legends visited Kettering Health Cancer Center. The legends and their families assembled care packages, wrote notes, signed banners, recorded video messages of encouragement for cancer patients, and visited patients inside the cancer center.
The Bengals invited guests to attend two private practices at the Kettering Health Practice Fields. Each practice was attended by patients, survivors, and families.
Gameday
Pre-game
In advance of the Bengals and Kettering Health’s official Crucial Catch game, Bengals players filled out and took photos with “I Celebrate” cards in the locker room. This content was featured on Bengals and Kettering Health’s digital media and used to promote the game’s mission of celebrating survivorship and inspiring screenings.
In-game
Upon entrance at the gates into Paycor Stadium, 10,000 “I Celebrate” cards were handed to attendees. Fans were encouraged to fill out the cards and use the hashtags #crucialcatch and #rulethejungle for a chance to have their photo featured on the videoboard. There was also a link to the Kettering Health Crucial Catch page that encouraged fans to schedule mammography screenings. Activation stations were located on the stadium concourses and at tailgate areas allowing fans to fill out their “I Celebrate” cards and take pictures.
The National Anthem was sung by a team member at Kettering Health, who’s father’s fight against cancer inspired her to pursue a medical career.
At halftime, nine survivors were recognized on the field in a bell-ringing ceremony to honor their fight against cancer with a special co-branded bell. The bell is symbolically used at cancer centers for patients to signify the end of chemotherapy or radiation treatment. The ceremony was featured on Bengals.com. Throughout the halftime show, fans were encouraged to hold up their “I Celebrate” cards.
In a “Bengals Hometown Heroes” video, two Kettering Health team members from the cancer service line were honored and shone on the scoreboard. Additionally, LED signage throughout the game tied Crucial Catch alongside Breast Cancer Awareness Month with Kettering Health encouraging fans to get their annual mammograms.
Post-game
As the month of October concluded, Kettering Health continued to encourage fans to get their mammograms with digital ads and billboards throughout the area.
Emory Healthcare
Emory Healthcare utilized its partnership with the Atlanta Falcons during Crucial Catch month to support recruitment and retention efforts for the Winship Cancer Institute, while also celebrating survivorship.
Healthcare systems have struggled with staffing since COVID-19, from burnout and shortages, and the Crucial Catch initiative offered Emory Healthcare the opportunity to address cancer care staffing in an innovative way.
Throughout the month and during its Crucial Catch gameday, Emory Healthcare pushed out recruitment messaging. Leading up to the game, Emory Healthcare displayed A-frame signage and distributed postcards that used a QR code to drive people to the recruitment site.
Gameday
Pre-game
Emory Healthcare’s Talent Acquisition team members were onsite handing out clear co-branded Emory Healthcare and Falcons bags, hand sanitizer and hiring collateral. Not only did the recruitment initiative reach fans, but also attracted part-time stadium staff members who were interested in additional part-time or full-time work.
Additionally, Emory’s Winship Cancer Institute is opening a new facility, Winship at Midtown, in the spring of 2023 and recruitment efforts supported the filling of positions to staff the new facility.
To celebrate survivorship and inspire screenings, “I Celebrate” cards were handed to fans to fill out and take photos in front of a backdrop of the stadium. The Famous Atlantean "Bird Lady" stopped by for photos and to share the story of her cancer journey.
In-game
Throughout the game, stadium LED signage highlighted open positions and thanked the Winship team for all they do to support cancer patients on their journey.
During halftime, Winship Cancer Institute staff alongside cancer survivors and Falcons cheerleaders took the field and displayed a large pink ribbon, with videoboard messaging inspiring screenings and celebrating survivors.
Post-game
The month rounded out with a special visit from Falcons players and Mascot to the Winship Cancer Institute to hand out Crucial Catch t-shirts and to thank the Winship team for all the great work they do.