2023 Recap: Playbook for Crucial Catch

Healthcare systems can make a real difference in the fight against cancer by partnering with the NFL’s Crucial Catch campaign. This campaign raises awareness about the importance of early detection and regular screenings, and it celebrates cancer survivors and pays tribute to those who have lost their lives to the disease.

Many health systems can benefit from partnering with the Crucial Catch initiative such as:

• Increased Education: The Crucial Catch campaign reaches a diverse audience of NFL fans, including people who may not have access to traditional cancer education resources. By partnering with the campaign, healthcare systems can help to ensure that everyone has the information they need to stay healthy.

• Funds Raised: The Crucial Catch campaign has raised millions of dollars for cancer research. By partnering with the campaign, healthcare systems can help to support the development of new treatments and cures for cancer.

• Additional Brand Exposure: Partnering with the Crucial Catch campaign is a great way for healthcare systems to show their commitment to the community and to raise awareness of their services. This can lead to increased patient referrals and other benefits.

In October, Playbook for Health had the opportunity to collaborate with our clients to expand the Crucial Catch platform in local markets. We were excited to be a part of our client’s powerful activations and compelling storytelling. Each October, we are inspired by the amazing ways healthcare systems utilize their partnerships to highlight the important work of their staff and heartfelt stories from patients. Below are some examples of how different systems partnered with Crucial Catch to make a real difference in the fight against cancer. 

Emory Healthcare 

Emory Healthcare has had a long-standing relationship with the Atlanta Falcons. This year, the Crucial Catch focus was on honoring and celebrating breast cancer survivors. To achieve that goal, Playbook for Health helped facilitate a relationship between Emory and Publix, which resulted in a sweepstake named "The Pink Carpet Experience." Fans who had experienced breast cancer themselves or had a loved one who had, submitted their stories, and four winners were selected to receive tickets to the Crucial Catch game, a tailgating experience in a fully catered tiny home by Publix, and other Falcons/Emory branded items.

In addition to this activation, Emory had a booth on the upper concourse of the Mercedes Benz Stadium, where fans could pose for photos with a backdrop and player cutouts. At the same time, volunteers handed out clear bags and pink-branded rally towels. 

The Falcons fans witnessed a special pre-game ceremony, where 30 Winship Cancer Institute survivors and their guests took to the field to display a giant pink ribbon. Followed by an inspiring story of a survivor's journey with breast cancer shared over the video board while she and her family enjoyed a special moment on the field with Freddie the Falcon. 

Kettering Healthcare 

Kettering Healthcare aimed to build on the success they had in their first year as the Official Healthcare Provider of the Cincinnati Bengals. They wanted to focus on all seven of the screenable cancers and recognize survivors, but also create a powerful moment that the entire stadium could experience during their second Crucial Catch event.

Before the game, Kettering focused their efforts outside of the stadium where volunteers handed out “I celebrate” cards and Crucial Catch stickers to fans. Once fans entered Paycor Stadium, they were encouraged to download a custom app that would allow them to participate in the halftime presentation and make a donation to the Kettering Health Foundation. 

At halftime, survivors were recognized on the field by participating in a special bell-ringing ceremony. On the final bell ringing, fans who had downloaded the app could either tap the GIF-created bell or shake their phones, allowing them to ring their own "bell" to celebrate survivors collectively. 

Virginia Mason Franciscan Health 

Partnering with the Seattle Seahawks, Virginia Mason Franciscan Health focused its Crucial Catch platform on several areas: educating fans on the importance of cancer screenings, celebrating survivorship, and raising funds for the Crucial Catch Fund, which supports patients undergoing treatment. 

To kick off October each year, the VMFH and Seahawks Crucial Catch flag is raised at Lumen Field. New this year, VMFH raised awareness of lung cancer cancer, sending a dedicated email to fans through the Seahawks to encourage screenings.

On game day, VMFH showcased their new Seahawks co-branded CT unit, which provided fans with the opportunity to receive a lung cancer screening before 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 went to the Crucial Catch Fund. During Halftime, VMFH also honored survivors on the field by hosting a bell-ringing ceremony. 

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