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. 
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Creators & Guests

Host
Anthony Shop
Anthony Shop believes in the power of people-centered branding and marketing to create a bright future. He chairs the National Digital Roundtable, the premier convener of digital innovators, leaders and policy shapers. Anthony also is the Co-Founder and Chief Strategy Officer of Social Driver, a digital services firm that helps companies and non-profits establish winning strategies with social media, websites, creative, and advertising. An enthusiastic presenter and teacher, he has led executive-level training for Amazon, PepsiCo, NASA, The British Embassy and the Bipartisan Policy Center. He has been recognized as an “OUTstanding LGBT Role Model” by The Financial Times, “40 Under 40” by The Washington Business Journal, and Business Leader of the Year by the DC Chamber of Commerce. A former newspaper reporter, Anthony was the first new media professional elected to the National Press Club’s Board of Governors. He currently serves on the boards of Leadership Greater Washington and LearnServe International. He earned his MBA from The George Washington University School of Business, where he teaches as an adjunct lecturer.
Producer
Amanda Goyette
Amanda loves bringing people's visions to life through podcasting!
Producer
Robert Krueger
Robert is an Executive Director for The Communications Board, an organization with the mission of providing high-quality professional development for every communicator in every location. He is also the Global Lead for Partnership Communications at Gensler, the world’s largest architecture and design firm. Prior to his current role, he performed executive and CEO communications for Gensler, and was the senior director of public relations and social media at the Urban Land Institute. He obtained an MA in Communications and an MA in History from George Mason University. He did his undergraduate studies at the University of Missouri-Columbia. In addition, Robert has taught communications at universities including George Mason University, West Virginia University, and the University of Florida. Robert currently serves as Immediate-Past President for the Public Relations Society of America’s National Capital Chapter (PRSA-NCC) -- the nonprofit’s largest chapter.

What is Chief Influencer?

Chief Influencer is a podcast that explores how today’s successful leaders inspire and influence others to make an impact in the world. They aren’t just Chief Executives, they’re “Chief Influencers.” We interview a range of leaders and uncover how they build authentic connections - both inside their organizations and beyond. Your next breakthrough idea may come from a Chief Influencer facing similar challenges in a completely different sector.