About the Check Your Neck Campaign
The Light of Life Foundation’s groundbreaking PSA “Check Your Neck” campaign developed in partnership with LOWE Worldwide has put the disease on the map of public awareness. The award-winning campaign, inclusive of TV, Print and Radio, generated millions of impressions through pro bono placements in publications including TIME, InStyle, Harper’s Bazaar, Health, Everyday with Rachael Ray, Newsweek, Fortune, Sports Illustrated and The New York Daily News. The magazine ads were supported by a televised PSA and popular radio spot recorded by thyroid cancer survivor (and world-renowned recording artist), Rod Stewart (listen below).
Year two of the “Check Your Neck Campaign” was targeted to prompting men to have their necks checked (thyroid cancer is the fastest increasing fatal cancer among men). To instill a sense of urgency, The Light of Life Foundation team rang the closing bell at the New York Stock Exchange in June of 2006: thyroid cancer facts ran the ticker throughout the day.
In our 2008-2009 installation, we are taking a more universal approach by emphasizing that thyroid cancer can affect anyone regardless of gender, race or age. The campaign, “Confidence Kills”, uses real stories of real people to communicate the importance of having a doctor check your neck. The campaign is based on the idea that people think thyroid cancer cannot happen to them. Using optimistic visuals and actual testimonials, the campaign demonstrates how thyroid cancer can happen to anyone. But more importantly, that having a doctor check your neck could save your life.