8th Annual SCOPY Awards - 2022

Annual

SCOPY AWARDS

HONORING THE MOST CREATIVE AND IMPACTFUL COLORECTAL CANCER EDUCATION AND OUTREACH BY GI PHYSICIANS AND PRACTICES

The College takes great pride in the GI community’s passionate and unwavering commitment to support colorectal cancer (CRC) prevention. In 2015, ACG introduced a prize to annually recognize the innovative and impactful CRC awareness efforts: SCOPY Service Award for Colorectal Cancer Outreach, Prevention & Year-Round Excellence.

This year’s judges awarded a total of 26 SCOPY Awards to an outstanding slate of CRC awareness champions. Their initiatives demonstrated a dedication to reaching underserved populations, with a return to in-person outreach and community education events sharing the recommendation that “45 is the new 50” and all persons at average-risk for colorectal cancer should begin CRC screening at age 45. Also impressive were the many applicants who used bold visuals to increase the visibility of their messaging and explored new media formats.

Three judges (recognized on the next page) pared down the remarkable efforts to this outstanding group of winners. Importantly, this booklet also recognizes and commends the many submissions deserving an Honorable Mention. The passion and dedication of ACG members to communicate the vital message of CRC screening and prevention is evident in every initiative.

Learn more and be inspired by this year’s projects by visiting the ACG website at gi.org/SCOPY

We are very grateful to everyone who committed their time and energy to envisioning, planning, and delivering these CRC awareness programs.

Very Truly Yours,

Tauseef Ali, MD, FACG Chair, ACG Public Relations Committee

Samir A. Shah, MD, FACG ACG President (2021–2022)

SCOPY AWARD Judges

Tauseef Ali, MD, FACG

ACG Public Relations Committee;

Gastroenterology Section, SSM Health St. Anthony Hospital; Clinical Assistant Professor,

of Oklahoma; Oklahoma City, OK

Maham Hayat, MD

of Oklahoma Health Sciences Center Oklahoma City, OK

Nizar H. Senussi, MD

of New Mexico

NM

2022 2022

SCOPY AWARD Winners

Best Comprehensive Digital Production

Kaiser Permanente Center for Health Research and AltaMed Health Services Institute for Health Equity Portland, OR

Developing Patient-Refined Messaging and Culturally Relevant Materials for Follow-Up Colonoscopy After Abnormal Fecal Testing

The Boot Camp Translation program was developed to increase colonoscopy completion after abnormal fecal immunochemical testing and incorporated feedback from Spanish-speaking patient participants to design culturally relevant materials. They created English/Spanish bilingual fact sheets videos, shared through clinic lobbies, patient navigators, and via text message. The project involved collaboration with the Colorectal Cancer Prevention Network at the University of South Carolina and received funding through the NIH’s National Institute on Minority Health and Health Disparities and the Centers for Disease Control and Prevention.

Best Foreign Language Patient Outreach

Mayo Clinic Rochester Internal Medicine Residency Rochester, MN

Circumventing Gut Reactions: Addressing Myths & Barriers in Colorectal Cancer Screening in the Somali Community

Based on a stakeholder analysis to address lower rates of CRC screening among Somali patients, internal medicine residents at Mayo Clinic created an explanatory pamphlet and four-minute video in Somali, highlighting common misconceptions about colorectal cancer screening. The group plans to publish the video on the Mayo Clinic patient education platform and patient portal.

Best Foreign Language Print Media

University Hospital Center IBN Rochd, Centre Hospitalier Universitaire Ibn Rochd Maarif, Casablanca, Morocco

For Optimal Bowel Preparation

IBN Rochd University Hospital Center aimed to improve the quality of bowel prep using a simplified flyer with pictures explaining dietary recommendations and optimal ways to take the prep. They designed the flyer to meet the needs of patients, regardless of education level or health literacy.

Best Foreign Language Video

Ghulam Mujtaba, MD Suleman Roshan Medical College, Shahdadpur, Sanghar, Sindh, Pakistan Awareness Video Regarding Colorectal Cancer

Dr. Mujtaba created a video to share information on colorectal cancer screening and awareness in Urdu, the national language of Pakistan. Creating the video himself and sharing it on the social media platform TikTok, he provided an easy-to-understand explanation of CRC screening for people across Pakistan’s provinces.

Best Innovative Multilingual Messaging

Allegheny Health Network, Division of Gastroenterology, Hepatology, and Nutrition Pittsburgh, PA

Coming Together for Your Health

AHN conducted outreach through educational sessions to hospital patients, Medicaid and Medicare, immigrant, and underserved communities to share the message that 45 is the new age recommended by the USPSTF for initial CRC screening. They also translated materials into the most common languages of their patient populations (Arabic, Mandarin Chinese, Nepali, Swahili, Spanish, Uzbek, and Vietnamese) and conducted media campaigns via newspaper, radio, and TV.

Best International Outreach & Education

Akwi W. Asombang, MD, MPH, FACG

Massachusetts General Hospital/Harvard Medical School

Colorectal Cancer Patient Education Webinar Series

Dr. Asombang organized and led virtual colorectal cancer webinars focused on colorectal cancer, focusing on CRC in Africa. She included gastroenterologists in different African countries with a goal of representing one country per month, from January through April of 2022. The webinars answered patient-related questions, creating opportunities for a diverse group of patients to learn more about colorectal cancer from an expert audience.

Best Print Media Tactic to Advance Engagement and Education

Muhammad Sayedul Arefin, MD

Sheikh Russel National Gastroliver Institute and Hospital, Uttara Model Town, Dhaka, Bangladesh

Writing in a Daily Newspaper

Dr. Arefin wrote and published two articles on colorectal cancer in the Bangla language in the popular newspaper “Kaler Kontho” from January to May 2022 to increase awareness among the general public in Bangladesh.

Best Multi-Channel Colorectal Cancer Awareness Campaign by a Health System

Memorial Hermann Health System

Houston, TX

Colon Cancer Awareness Marketing Campaign 2022

The Memorial Hermann Health System oncology service line deployed an omni-channel campaign that included digital, web, social media, traditional, internal and external/PR tactics to promote colorectal cancer screening messages for men and women aged 45 and older.

Best Screening Initiative with Nurse Navigation

University of Virginia Health

UVA Health Employee Colorectal Cancer Screening Campaign

UVA’s RN-led concierge Employee Colorectal Cancer Screening Campaign provides employees with one-on-one consultation with an RN who assess eligibility for FIT screening, coordinates drop off at their place of employment, addresses any barriers to completion, and follows up to assure completion of the test.

Best Spanish Language Patient Education Video

Stony Brook Hospital

Stony Brook, NY

Stick with Me and Get Your CRC Screening!

For CRC Awareness Month, Stony Brook GI created a three-fold initiative including social media outreach by Dr. Rashmi Advani, a Spanish language video discussing the impact of losing a loved one to colorectal cancer, and an initiative to bridge the language barrier for Spanishspeaking patients. Their aim was to increase the comfort level of patients and decrease the rate of appointment cancellations.

Grand SCOPY

University of Chicago & Benjamin Levy, MD

Tune It Up: A Concert To Raise Colon Cancer Awareness

Dr. Levy spearheaded the second virtual concert, “Tune It Up: A Concert To Raise Colorectal Cancer Awareness” in March 2022 for CRC Awareness Month. Recorded performances were generously donated by many musical artists across genres, including Ben Folds, violinist Hilary Hahn, Rufus Wainwright, Tim Reynolds, Broadway singer Kerry Ellis with Queen guitarist Brian May, and many more. You can view a recording of the webstream at gi.org/concert.

Most Creative Community Awareness Initiative

Texas Digestive Disease Consultants & Gastroenterology Consultants of San Antonio (GI Alliance)

Gut in the Museum

Texas Digestive Disease Consultants and Gastroenterology Consultants of San Antonio partnered with the Witte Museum to support gut health education in San Antonio using an interactive exhibit. The exhibit educated attendees through interactive learning stations, modules, live discussions, and printed materials, as well as a QR code that enabled attendees to learn more and find a gastroenterologist near them. Over 46,000 people attended the exhibit and were educated on the body’s GI system, the importance of gut health, and the need for colorectal cancer screenings.

Most Far-Reaching and Impactful Initiative

GI Alliance (Texas Digestive Disease Consultants, Digestive Health Associates of Texas, Gastroenterology Consultants of San Antonio, San Antonio Gastroenterology Associates, Arizona Digestive Health, Illinois Gastroenterology Group, and Utah Gastroenterology)

Ad Campaign, “Drama”

Several GI Alliance practice locations ran a multi-layered paid media campaign within Facebook and Instagram to target the age 45+ audience and highlight the new recommendation to begin CRC screening at age 45. This included static and video ads and a campaign landing page emphasizing that “drama” belongs in entertainment and that they can help avoid drama in their personal lives by getting screened for CRC at the recommended age.

SCOPY Best Culturally Conscious Patient Outreach Initiative

Cleveland Clinic, Abu Dhabi

For Women, By Women Endoscopy Team

Cleveland Clinic Abu Dhabi set up a multidisciplinary team of allfemale providers, including endoscopists, anesthesiologists, nurses, and technicians with the support of their scheduling and administrative team and offered this team as an option for female GI patients when scheduling screening colonoscopies. They noticed that there was a high no-show rate among their female patients, as certain cultures and communities prefer to have a same-gender physician, and they also created a video to promote this initiative.

Tied for the Win!

SCOPY Best Targeted Community Outreach

SBH Health System

Bronx, NY

Increasing Colorectal Cancer Awareness and Screening Tests for the Albanian Community in Bronx, New York SBH Health developed health fair materials for the Albanian community, which is very prevalent in the Bronx but faces limited access to primary care services and other screening. Testing is limited due to lack of general healthcare information regarding regular check-ups or screening, lack of insurance, and immigration status. They developed handout materials for this community that included information on CRC screening generally, screening modalities, and accessing a primary care physician.

Subhankar Chakraborty, PhD

The Ohio State University Wexner Medical Center Outreach on Colorectal Cancer Awareness Among the Bhutanese and Nepalese Community in Columbus, Ohio

Dr. Chakraborty worked with The Ohio State University’s Center for Cancer Health Equity to conduct inperson outreach events for Bhutanese and Nepalese community members in adult day care centers to educate them about colorectal cancer and the need for screening. With the translation help of a community health worker, he took printed materials and had a conversation with the community members to understand their knowledge, barriers, and attitudes toward colorectal cancer screening. This is being augmented by a planned free clinic for GI services and a free colonoscopy program where patients will be screened for CRC at no cost.

SCOPY Consistent Creativity & Commitment Award

Ronald Hsu, MD, FACG

Roseville, CA

Bridging Medicine & Music Seminar and Concert 2022

Dr. Hsu organized a community event held in Davis, California, in February 2022 featuring presentations by ACG leaders who provided updates on the latest in colon cancer prevention and a specially curated concert by the Davis Senior High School Baroque Ensemble. The program was livestreamed and recorded and shared with ACG members and can be viewed at https://youtu.be/giHG3EyzTrw.

SCOPY CRC Superheroes Award

Bryan L. McGee, MD Arkansas Diagnostic Center

CHAD: Colorectal Health Advocates & Doctors

Dr. McGee established CHAD (Colorectal Health Advocates and Doctors), a non-profit partly inspired by the late Chadwick Boseman to bring greater awareness to a disease he and so many others had succumbed to. The organization launched at Leigh Steinberg’s (the sports agent who served as the inspiration for Tom Cruise’s character in the movie Jerry Maguire) annual Super Bowl party at Sony Pictures Studio in Los Angeles, CA.

SCOPY Creative Vision Award

Vladimir Lamm, MD

Washington University in St. Louis School of Medicine

Route #2: Improving the Bowel Preparation Experience for Patients, Caregivers, and Hospitals with Comics

Dr. Lamm led an initiative to use a comic book format to engage with patients, aiming to improve the quality of bowel prep, adenoma detection rate, and to help patients feel like a partner in their colonoscopy experience. He collaborated with artists Isaac Fisher and Bill Hensley to produce a preview of the full-length comic book, to be used in a randomized control trial to assess the efficacy of bowel prep with and without the comic. Two concepts were developed: a 9-page adventure that demystifies the bowel prep experience for young, teenage, and adult audiences, and a modeling experience for patients on how to take the bowel prep.

SCOPY Culture of Creativity Award

Connecticut GI

CTGI Celebrates Dress in Blue Day!

Connecticut GI implemented creative, themed events across their many practice locations to recognize Dress in Blue Day on the first Friday of March CRC Awareness Month. Each location selected a different theme and decorated the practice and dressed accordingly. They shared this on social media to increase the reach of CRC awareness and prevention messaging.

SCOPY Early Advocacy & Artistry Award

Mohid Ali

Student, Casady School, Oklahoma City, OK

Abstract Art by High School Art Student for Colon Cancer Awareness

Mr. Ali, a 10th-grade student in Oklahoma City, created an abstract art painting of the blue CRC awareness ribbon to increase awareness among his classmates. He demonstrates that early advocacy can encourage earlier conversations around CRC awareness, screening, and prevention.

SCOPY Global Outreach Award

Massachusetts General Hospital (MGH) Division of Gastroenterology, MGH Center for Global Health, PanAfrican Organization for Health, Education and Research, African Association of Future Gastroenterologists, Society of Gastroenterology and Hepatology in Nigeria, World Gastroenterology Organisation Training Center Lagos and Lagos University Teaching Hospital

Colorectal Cancer in Africa Virtual Symposium: Updates

A collective of African GI societies, in conjunction with Massachusetts General Hospital, hosted an international colorectal cancer awareness symposium focused on understanding the magnitude of CRC epidemiology and risk factors in Africa and opportunities to improve screening. The speakers presented a multidisciplinary approach to patient care that included diagnosis, medical management, surgical intervention and palliative care, aiming to address the challenge that most African countries lack structured screening colorectal cancer screening protocols and guidelines, resulting in incomplete epidemiologic data and many preventable cancer cases and deaths. The symposium also created an opportunity for research collaborations in colorectal cancer and endoscopy in Africa.

SCOPY Healthy Living Award

Fred Hutchinson Cancer Center/UW Health Seattle, WA

UW Medicine/Fred Hutchinson Medicine Population Health Colorectal Cancer Screening Program 2022 Community Education Event

In March 2022, the UW Medicine/Fred Hutchinson Medicine Population Health CRC Screening Program held its inaugural CRC community education event at a local church whose membership is predominantly Black, leveraging community-based organizations to increase CRC awareness in the local Black community. They shared information about CRC prevention and control and had dietitians on hand to discuss how diet is associated with CRC and foods that are recommended to reduce risk. This event included several local Black gastroenterologists to answer questions from community members, survivors of CRC who shared their stories, health navigators from their health system who could sign individuals up on the spot for primary care and colonoscopy appointments, a tour through an inflatable colon, and the Department of Health who could sign individuals who qualified for health insurance (Medicaid).

SCOPY High Impact Media Placements Award

Jinnah Postgraduate Medical Centre

Karachi, Sindh, Pakistan

Screening and Awareness of Colorectal Carcinoma, Identifying Risk Factors and 45 is the New 50 for Screening Colonoscopy

Dr. Mohammad Masood Khoso and senior GI resident Dr. Riaz Hussain, with guidance from senior faculty, conducted public awareness initiatives that included national television programming, radio programming, and a newspaper article. They conducted the outreach in the local language of Sindhi to best reach community members.

SCOPY Mythbusters Award

Mayo Clinic Rochester, Division of Gastroenterology and Hepatology

Colorectal Cancer Awareness - Fact or Fiction?

GI and hepatology fellows at Mayo Clinic Rochester, in collaboration with fellowship program coordinator and social media manager

Rebecca Williams, created a series of short videos to dispel myths surrounding patients’ hesitation to be screened for colorectal cancer and promote the new recommendation to begin CRC screening at age 45 for average-risk adults, which were published on Facebook and Twitter.

SCOPY Polyp Poetry Award

John K. Corless, MD, AGAF South Carolina Gastroenterology Association

Polypoetry: A New Genre for Colorectal Cancer Awareness

Dr. Corless wrote a poem that incorporated information about colorectal cancer prevalence, screening, prevention, and surveillance. The poem was published in a Charleston newspaper, read at the SC Statehouse as part of the annual Governor’s Proclamation of March as CRC Awareness Month, shared on social media, and distributed through several other events and communication channels to reach both patients and providers. Pictured with Dr. Corless at the SC Statehouse in March 2022; L to R: Dr. March Seabrook, Dr. Corless, SC Lt. Governor Pamela Evette, and Dr. Rajeev Vasudeva.

SCOPY AWARD

HONORABLE Mentions

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“Stop Colorectal Cancer,” Ali Mohammed Fadhil, MD; Gastroenterology and Hepatology Teaching Hospital; Baghdad, Iraq

“Fotonovela #1: Turning 50 & Fotonovela #2: Do It for Me,” AltaMed Health Services, Institute for Health Equity; Los Angeles, CA

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“Endoscopy/Colonoscopy,” Asim Prakash, MD; Sri Om Sai Hospital and Endoscopy Centre; Madhepura, Bihar, India

“Colon Cancer Awareness Month...Time to ‘Go Blue,’”; Asma Khapra, MD; Gastro Health; Fairfax, VA

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“Go Blue in 2022! Colon Cancer Awareness Campaign,” Cancer Treatment Centers of America, Atlanta; Cancer Treatment Centers of America & Therapeutic GI, Atlanta & Newnan, GA

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“Screening is COLORBLIND 2.0,” Digestive Health Institute - Cooper at Willingboro; Willingboro, NJ

“Emory Division of Digestive Diseases Colon Cancer Awareness Walk,” Emory University Division of Digestive Diseases; Atlanta, GA

’ “Increasing Screening Colonoscopy Rate in 45–49-Year-Old Patients at Fairview Endoscopy Center,” Fairview Endoscopy Center, University of Missouri; Columbia, MO

’ “Colon Cancer Awareness Wear Blue Day,” Franciscan Health; Olympia Fields, IL

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“Gastro Health 2022 Colorectal Cancer and Screening Awareness Campaign,” Gastro Health; Miami, FL

“31-Day Social Blitz, Practice CCA Contest, and GI Alliance Goes Blue,” GI Alliance; Various locations in the US

’ “DNA as Education about CCA,” GI Alliance - Digestive Health Associates of Texas and Texas Digestive Disease Consultants; Mansfield, TX

’ “2022 Giveback,” GI Alliance - GI Associates; Jackson, MS

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“Inaugural Colon Cancer Awareness Golf Tournament,” GI AllianceHattiesburg GI Associates; Hattiesburg, MS

’ “CARE Introduction,” GI Associates and Endoscopy; Flowood, MS

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“Colon Cancer Self-Defense,” Gregory Lam, MD; Cincinnati GI; Cincinnati, OH

“QI Justification for Colorectal Cancer (CRC) Screening During the COVID-19 Pandemic,” James A. Haley VA Hospital, Division of Gastroenterology, Judah Kreinbrook, and USF Gastroenterology Fellows PGY-5; Tampa, FL

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“2nd Annual Colon Cancer Run/Walk 5K,” John’s Hopkins University School of Medicine; Baltimore, MD

“Nationwide Colorectal Awareness Campaign,” Liaquat National Hospital; Karachi, Sindh, Pakistan

’ “Blue Spruce,” Louisiana Endoscopy Center; Baton Rouge, LA

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“Early Onset CRC Online Education Campaign,” Memorial Sloan Kettering Cancer Center; New York, NY

“Project Clear Highway: A Multimodality Approach to Improve Colonoscopy Prep Rates,” Metropolitan Hospital, Division of Gastroenterology and Hepatobiliary Diseases; New York, NY

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“Mount Sinai Colon Cancer Awareness Month,” Mount Sinai Hospital, Department of Gastroenterology and Endoscopy; New York, NY

’ “Colon Cancer Awareness Month PSA,” Orange County Digestive Center; Irvine, CA

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“A Preventable, Treatable, Beatable Cancer: The Colon Cancer Awareness Project,” Pacific Northwest University of Health Sciences; Oak Lawn, IL

’ “PACT Gastroenterology Community Outreach Campaign,” PACT Gastroenterology Center; Hamden, CT

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“Direct Access Colon Cancer Screening Campaign,” Peter M. Stawinski, DO; University of Miami/JFK Medical Center; Miami, FL

“Colon Cancer Awareness Walk,” Rizwan Jafri, DO; Gilbert, AZ

’ “Bike for 45,” Ronald Hsu, MD, FACG; Roseville, CA

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“Colon Cancer Awareness Week,” Seo Hyun Kim, BA; Virginia Tech Carilion School of Medicine; Roanoke, VA

“Your One Stop for Colonoscopy,” Shabana F. Pasha, MD, FACG; Mayo Clinic Arizona

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“Expansion of the Fast Track (Open Access) Screening Colonoscopy Program at The Valley Hospital in Ridgewood, NJ: Focusing on Employees/Patients Ages 45-49,” The Valley Hospital & Sita Chokhavatia, MD, MACG; Ridgewood, NJ

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“Virtual Colon on the Corner 2022,” UAB and UAB Medicine; University of Alabama; Birmingham, AL

“Lost in Translation No Longer: Expanding Colorectal Cancer Screening at a Free Clinic in Sacramento, CA,” UC Davis Gastroenterology; University of California Davis Health System (UC Davis); Sacramento, CA

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“UMass Chan Colorectal Cancer Awareness Videos,” UMass Chan Medical School; University of Massachusetts; Worcester, MA

“Better Together: Working Collaboratively at URMC to Improve Screening in Our Community,” University of Rochester, Divisions of GI and Colon and Rectal Surgery, Strollin’ for the Colon, and Office of Community Outreach and Engagement; University of Rochester Medical Center; Rochester, NY

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“Food as Medicine Video Series,” Virginia Commonwealth University; Virginia Commonwealth University Health Systems & Central Virginia VA Healthcare System; Richmond, VA

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“Electronic Messaging Outreach for Colorectal Cancer Screening for Newly Eligible Patient Ages 45-50,” Walter Reed Internal Medicine and Gastroenterology Departments; Walter Reed NMMC; Bethesda, MD

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“Colorectal Cancer Awareness Month Campaign,” Yale New Haven Health System; New Haven, CT