Through her advisory, NYLON LAB - that harnesses culture & entertainment to drive impact and growth - Chrysi built, lead and launched the LEAD FROM BEHIND brand in partnership with Maximum Effort, Ryan Reynolds’ company.

They ignited a cultural conversation about a topic no one wants to talk about:

• 15.8 MILLION video views - 10 MILLION views on day 1

• 36% increase in bookings on ZocDoc

• Over 3.3 BILLION earned media impressions - entered the cultural conversation from Washington Post to People Magazine to Real Time with Bill Maher to CBS This Morning

• Created a health equity strategy as a core pillar

• Through her relationships a $2 MILLION commitment was secured

Colon cancer is the 2nd biggest cancer killer in America. Yet it’s preventable. What does that tell us? Colon cancer has a marketing problem - no one is talking about it.

To change LEAD FROM BEHIND was launched. Chrysi led the creation and launch campaign, working in lock-step with Maximum Effort, founder and colon cancer survivor Brooks Bell and the Colorectal Cancer Alliance led by CEO Michael Sapienza.

The launch video of Ryan and Rob McElhenney showing them having a colonoscopy ignited a conversation around a taboo topic:

• 244% increase in engagements on posts talking about #colonoscopy (Sprout Social)

• 90% lift in posts using #colonoscopy (Sprout Social) 

• 99% positive/neutral sentiment (Meltwater)

Sadly - yet unsurprisingly - there are grave health inequities with colon cancer adversely impacting people of colour. Black Americans get colon cancer about 15% more often than White Americans, and are 35% more likely to die from it.

The pillars of the campaign were Awareness - Action - Access.