Brooks Bell on Leading from Behind to Prevent Cancer - Chief Influencer - Episode # 063

Chief Influencer

In today’s episode host Anthony Shop introduces Brooks Bell, a technology entrepreneur who shifted her career focus after being diagnosed with stage 3 colon cancer at age 38. Brooks founded Lead From Behind, a campaign powered by the Colorectal Cancer Alliance, aimed at destigmatizing colonoscopies through celebrity awareness, significantly increasing public participation in the screening.

She also discusses her new venture, Worldclass Clothing, designed to make colonoscopies more approachable and funding procedures for underinsured communities. The conversation highlights the importance of early detection, effective health communication, and leveraging humor and celebrity influence in public health campaigns.

Takeaways:

• Identify Influencers: When promoting an initiative, identify key influencers whose personal stories or backgrounds align with your cause. This can significantly enhance the credibility and reach of your campaign. For example, the success of having Ryan Reynolds and Rob McElhenney involved in the colonoscopy campaign shows the impact celebrities can have in normalizing and promoting essential but often stigmatized procedures.
• Leverage Personal Stories: Personal experiences can be powerful advocacy tools. Brooks Bell used her diagnosis of stage 3 colon cancer to inspire and educate others about colon health. Leaders should explore how personal stories within their organization or community can be leveraged to advance their mission.
• Stay Informed and Adapt Regulations: Awareness of regulatory changes is crucial. For instance, the change in the recommended screening age for colonoscopies from 50 to 45 in 2021 highlights the importance of staying informed about updates. This allows leaders to make timely and relevant adjustments in their advocacy and policies.
• Rebrand for Broader Appeal: Sometimes, a new brand or sub-brand can effectively reach a wider audience. Brooks Bell's insight to create Lead From Behind, a brand that doesn't mention colon, rectal, or cancer, made the message more appealing to healthy individuals who might not typically engage with cancer-related content.
• Highlight Positive Outcomes: Emphasizing the positive results of an action can encourage participation. For example, informing people that their colonoscopy showed no signs of disease means they won't have to think about it for another decade can motivate them to get screened. Leaders can highlight these long-term benefits to promote engagement.
• Collaborate with Experts: Collaborations with agencies or experts in branding and public relations can significantly enhance a campaign. The partnership with Maximum Effort, a film production company owned by Ryan Reynolds, to build and launch Lead From Behind demonstrates how expert involvement can create a strong, recognizable brand.

Quote of the Show:

• "Cancer is sad and scary. Before my diagnosis, recognizing my mindset then, that's the audience we need to reach. We had to create something people would wear that's funny and energizes the cause without making them uncomfortable.

Links:

• LinkedIn: https://www.linkedin.com/in/brooksbellinteractive/
• Instagram: https://www.instagram.com/brooksbell/
• Website: https://leadfrombehind.org/

Shout Outs:

• Colorectal Cancer Alliance: https://colorectalcancer.org/
• Brooks Bell Inc: https://www.brooksbell.com/
• Worldclass Clothing Website: https://www.worldclassclothing.com/
• Worldclass Clothing Instagram: https://www.instagram.com/worldclass_clothing/
• Maximum Effort: https://www.maximumeffort.com/
• Ryan Reynolds
• Rob McElhaney
• ZocDocs: https://www.zocdoc.com/
• AOL: https://www.aol.com/
• The Awkward Conversation That Led to My Colon Cancer Diagnosis at Age 38: https://www.today.com/health/essay