By Michael Schug, Communications Director, Indiana University Melvin and Bren Simon Comprehensive Cancer Center
Corn on the cob. Lemon shake-ups. Milkshakes. Prized animals. Summer traditions.
The Indiana University Melvin and Bren Simon Comprehensive Cancer Center and its Office of Community Outreach and Engagement were amid the “15 Greatest Days of Summer” – food, fun and more at the 2024 Great Indiana State Fair. More than 854,000 people attended over 15 August days.
Located under the highly visible grandstands for five different days (two Tuesdays and three Saturdays), the cancer center’s booth/tent attracted more than 2,500 fairgoers and recruited nearly 80 different volunteers for two- and three-hour shifts.
“I’ve long thought of having a presence at the Indiana State Fair because of the tremendous opportunity it would provide to interact with Hoosiers from across the state. It was a perfect community outreach opportunity, and wearing my communications hat, I saw the tremendous value in raising the cancer center brand at this iconic summer event,” said Michael Schug, communications director.
After running his idea by cancer center leadership and getting their blessing to be at the fair, Schug approached Calvin Roberson, director of operations of the cancer center’s Office of Community Outreach and Engagement.
“The Office of Community Outreach and Engagement is committed to reducing the cancer burden in Indiana by fostering meaningful, two-way communication between researchers and the communities we serve,” Roberson said.
“The Indiana State Fair offered a powerful platform for the cancer center to listen and learn directly from survivors, caregivers and supporters about their personal journeys in the ‘Race to Beat Cancer.’ Even more inspiring was the heartfelt encouragement we received from the community — many of whom have been directly impacted by our research and services. Their stories affirmed the importance of our mission and reminded us why this work matters,” he said.
The cancer center’s presence was aimed at raising awareness of its In the Race to Beat Cancer, Early Detection and Prevention Win education campaign, clinical trials and summer educational offerings.
The Race to Beat Cancer campaign, which is ongoing, is a nod to Indiana’s storied racing history and focuses on a variety of cancers in which our experts provide easy-to-understand tips about prevention and early detection, signs and symptoms, screening guidelines, the latest research and more.
Volunteers stuffed cancer center branded tote bags with a Race to Beat Cancer education piece that sported a checkered flag design, in addition to materials about clinical trials and the center’s summer educational programs, which pair students with a mentor physician or researcher during the summer.
Volunteers also stuffed the tote bags with a stress ball (in the shape of a race car, naturally) and sunglasses decorated with a checkered flag on the frame. A sunscreen station was also located near the booth/tent, providing fairgoers with sun protection while out and about on the fairgrounds.
The Komen Tissue Bank and End Lung Cancer Now, both housed at the cancer center, brought the focus of their respective initiatives to fairgoers on the two Tuesdays – billed as $2 Tuesdays — that the cancer center was at the fair.
Volunteers representing the tissue bank, the world’s only normal breast tissue biorepository of its kind, provided fairgoers with important information on how to donate healthy breast tissue. Likewise, volunteers with the End Lung Cancer Now initiative talked with fairgoers about the importance of prevention and screening for the disease. Both initiatives provided educational materials and swag.
Overall, nearly 50 fairgoers completed surveys and health assessments.
In addition, a paid social media campaign for the Race to Beat Cancer — developed by Mika Mokko, social media and digital communications manager —promoted the center’s presence at the state fair, featuring engaging ad graphics and copy tailored for diverse audiences. With a $300 budget, the seven-day campaign delivered strong results, reaching 60,988 people and generating 87,692 impressions. The campaign drove 574 link clicks to the Race to Beat Cancer landing page, resulting in a click-through rate of 0.93% — higher than the healthcare industry average of 0.83% for Meta ads. It also generated 785 total engagements, including reactions, comments and shares.
“Although it took an enormous amount of hard work to successfully pull off being at the fair five different days, it was rewarding to hear when fairgoers thanked us for being there,” Schug said. “Plus, many others had personal connections to the cancer center. They shared about their loved ones’ experiences and passed along their thanks to our various doctors for helping – and sometimes saving – their loved ones.”
Based on the success of last year, the IU Simon Comprehensive Cancer Center is returning to the Indiana State Fair again this summer.