Level Mpls Helps MNGI in the Fight Against Colon Screening Inequities


By Egotist / /

Level Mpls partnered with MNGI Digestive Health to raise awareness in Black communities about the importance of colon cancer screening and encourage people to take charge of their health by getting a life-saving colonoscopy.

MNGI Digestive Health’s Marketing Director, Lisa Laliberte, discussed the issue, citing data from the 2022 MN Community Measurement report. “Looking at recent studies, we know that the statewide average for colon screening stands at 68%, while the figure for Black communities in Minnesota is only 52%. At MNGI, we’re committed to saving lives, which means elevating screening rates to ensure everyone receives the care they deserve.”

MNGI turned to marketing partner Level Mpls to help improve the troubling statistics with a campaign to increase screening rates among Minnesota’s African American population. Kim Thelen, president of Level Mpls, guided the campaign’s vision. “We wanted our messaging to be a mix of the cerebral and the emotional,” explained Thelen. “We addressed the issue in a voice that was compassionate, relatable, and respectful to empower people in Black communities to take control of their health and lives.”

The Level Mpls team created a thought-provoking TV spot entitled The Meaning Behind The Screening with a voiceover approach that embraced the style of a spoken word poem characterized by rhyme, improvisation, and wordplay. The goal was to underscore the deeper meaning of colon cancer screening and evoke a bold, motivating, and uplifting mood. Transit, print, and digital combined with a Timberwolves marketing package rounded out the campaign, compelling people to rise up against the deadly disease and prevent it with a MNGI colonoscopy.

Level Mpls is a women-owned, women-led brand and marketing agency that never shies away from a challenge. It’s an organization built on teamwork, determination, and heart—strongly committed to meeting and exceeding clients’ needs.

MNGI Digestive Health is a nationally recognized leader in gastroenterology diagnosis, quality, and care with several outpatient clinics and endoscopy centers located in Bloomington, Chanhassen, Coon Rapids, Eagan, Maple Grove, Northeast Minneapolis, Plymouth, Saint Paul, Vadnais Heights, Woodbury, and now open in Lakeville and Hudson, Wisconsin. The Twin Cities-based physician practice specializes in diagnosing and treating adult and pediatric digestive system disorders with expertise in virtually all aspects of gastrointestinal (GI) care.

[Images and video courtesy of Level Mpls.]


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