American Cancer Society

PROJECT:

Voices of Black Women

DIVISION:

CF.MEDIA

SERVICES:

Video Production & Direction, Creative Direction & Storytelling, Culturally Informed Casting & Crew Selection, Multi-Platform Content Strategy

VIEW PROJECT

Media Production & Storytelling for a National Health Study

‍The American Cancer Society set out to recruit 100,000 Black women for the landmark Voices of Black Women study, designed to better understand cancer and health conditions disproportionately affecting the community.

CHOSEN FEW partnered with ACS to deliver a suite of authentic, story-driven videos, blending cultural sensitivity, creative direction, and high-quality production to build trust, inspire participation, and amplify the impact of this groundbreaking research initiative.

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Voices of Black Women - American Cancer Society

CHALLENGE

The primary objective of the project was to create compelling video content that would resonate authentically with Black women, a community historically underserved and mistrustful of healthcare systems. By uniting storytelling, culturally informed creative direction, and top-tier production quality, the initiative aimed to build trust, drive enrollment, and elevate the visibility of the study nationwide.

OPPORTUNITY

Our approach combined cultural authenticity with cinematic storytelling. We hired a Black female director and all-Black crew to ensure trust and relatability, developed a warm and inviting visual style tailored to Black women in the Southeast, and crafted heartfelt narratives centered on lived experiences. Through iterative creative direction and multi-format production, we delivered content optimized for both emotional impact and broad reach.

RESULT

The project delivered authentic, emotionally resonant media that strengthened ACS’s credibility and drove engagement. The campaign launched nationally with long-form and short-form videos that became central to ACS’s recruitment and awareness efforts. Early results demonstrated increased trust, strong audience resonance, and growing participation toward the study’s ambitious 100,000-woman enrollment goal.