Te Toca Campaign

Cologuard is a colon cancer screening test mailed to users and returned to the lab for their results. With doctors recommending screenings starting at age 45, we paired this milestone with the Hispanic insight that the expression “Te toca” can mean both “it’s your turn” and “knocking on your door.” Together, these observations became the foundation for playful stories featuring lighthearted dynamics between our main characters and the brand’s mascot, while reinforcing the importance of early detection. All done in a way that reduces common worries tied to colon cancer screenings. 

The first-ever Hispanic Cologuard branded campaign was created to raise awareness of colorectal cancer (CRC) among Hispanic audiences. This pilot initiative focused on generating awareness and encouraging screenings beginning at age 45, promoting prevention within our community. Recognizing that Latino family leaders often put their families first and themselves second, we designed messaging that highlights how screening for colon cancer helps people stay present for their loved ones and create more joyful memories together.