CHANGE THE ODDS is an initiative created by both Pfizer and the American Cancer Society, aimed at impacting American communities who are disproportionally impacted by cancer. In the first year of the program, our focus was rural America, where barriers such as geography, transportation, economics and cultural identity lead to people suffering in silence rather than seeking out help.

Conversations are a powerful first step necessary for people to screen for cancer and address health issues. That’s why we created the campaign Front Porch Conversations, leaning on the space for chatting that is a staple across America. We wanted to bring the comfort and friendliness of a front porch chat to conversations around cancer. We used celebrity spokesperson Patrick Dempsey, who comes from a rural area and has his own unique connection to cancer, to spearhead our discussions.

We then captured content around the country and edited together five episodes and one hero spot to round out a content series that fosters life-changing dialogues about health, family, history, action, and much more.