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In a few days, families across the country will be gathering around their dining room tables to enjoy Thanksgiving dinner together. 

However, thanks in no small part to this year’s contentious presidential election cycle, there’s been much concern about politics causing potential rifts in American families. 

To avoid the at-times awkward, at-times heated discussions that can arise with talk of politics, Reese Pharmaceutical has a suggestion if you need to change the topic: Bring up your family’s history of colorectal cancer (CRC). 

Reese, the makers of ColoTest, also hopes that its Know Your CRC History campaign, which is using the #MyCRCHistory hashtag, will spark some important health-related conversations over the holidays this year.

The company is going public with Thanksgiving and New Year’s themed social media posts to get people talking about CRC.

The initial inspiration for the campaign emerged from some market research about ColoTest and consumers’ familiarity with the OTC fecal immunochemical tests (FIT) which screen for blood in a stool sample. 

Amanda Reimondo, marketing manager at HealthSource Marketing, says Reese wanted to see what people already know about ColoTest and if people would be interested in purchasing the diagnostic product.

“This campaign came about because we learned so many things beyond what we were looking for in market research,” she says.

It should be noted that the focus on family history is grounded in science and not just market research, of course. 

People who have an immediate family member who has had colorectal cancer are two to four times more likely to develop it themselves. Around 20,000 people under age 50 are diagnosed with CRC each year and the disease is now the leading cause of cancer deaths among men in this age group and the second leading cause for women under 50. 

People with family histories of CRC may need to start screening earlier than the general suggested age of 45. 

While the American Cancer Society has reported that two-thirds of people 50 and older are up to date on their CRC screening, that number drops to less than half for the youngest members of that group, aged 50 to 54. 

The campaign is primarily a social media one, with posts on Facebook, Instagram, LinkedIn, and TikTok, though Reimondo hopes it will be amplified by some targeted earned media hits. 

As for Jeffrey Reese, president of his namesake company, one of the things he learned was that a surprisingly high percentage of consumers aren’t aware of their family histories of CRC. 

“The stat that we highlighted the most out of the survey that we conducted was that 80% of Americans weren’t sure of their family history regarding CRC, specifically to a first-degree relative,” he shares. “In addition to that, one of the other pieces of information that we learned from the survey that we conducted was that only 3% of people surveyed were aware of the option of FIT tests.”

This inspired a marketing push to get people talking about their genetic risks for the disease and taking proactive steps to head off any additional risks.

The holiday-themed phase of the Know Your CRC History campaign follows a first phase that was launched in August. 

This iteration, Reese says, was initiated as a result of how accessible the test became after Amazon and Walmart began to carry ColoTest this spring. By September, it could also be found on the shelves of CVS and RiteAid. 

Available without a prescription it retails for around $20 and the test is performed at home without needing to return a sample to a lab. 

The campaign is relying on posts featuring people sharing their family histories with CRC and encouraging others to take the same step. 

Reese says there needs to be a collective push to break the silence around CRC and make screening a family priority. After all, ColoTest is an affordable, easy-to-use option, he says. 

“We want to emphasize that this is not a replacement for colonoscopy, the gold standard when it comes to colon health, but this does provide an alternative for people to screen their colon health and to do it regularly because obviously it’s very important,” he adds.