Good Down There
A campaign from BLKHLTH and Cottonelle® that brought dignity, protection, and real talk to colorectal care.
In 2023, BLKHLTH partnered with Cottonelle® to launch Good Down There, a national campaign focused on increasing access to colorectal cancer screening in Black communities.
The campaign aimed to shift how we talk about health by centering pleasure, protection, and prevention in a way that feels real and culturally grounded. Through free screening kits, clear resources, and honest conversation, we invited Black communities to care for their bodies without shame or confusion.
Did You Know?
Colorectal cancer, also called colon or rectal cancer, is the third most common cancer in the United States and the second most common cause of cancer-related death.
Racism impacts the ability of Black people to reach optimal health and wellbeing by disproportionately structuring access to health-protective resources like livable-wage jobs, healthy foods, affordable health insurance, and quality medical care (Phelan and Link 2015).
All of these factors impact the prevention, detection, and treatment of colorectal cancer. It’s all in the numbers:
Colorectal cancer rates are about 20% higher in Black Americans than in white Americans.
Death rates are almost 40% higher for Black Americans.
Among patients newly diagnosed with colorectal cancer, 20.9% of Black patients were diagnosed after their cancer had already metastasized.
This compares with 18.6% of White patients.
Komodo Health and BLKHLTH
If detected early, colorectal cancer has a 90% survival rate.
Centering Pleasure, Protection, and Real Talk in Health Conversations
Good Down There was made possible through a national partnership with Cottonelle®, who helped fund the campaign, and the Colorectal Cancer Alliance, who distributed free at-home screening kits across the country.
We also worked with Komodo Health, whose data insights supported the development of clear, targeted messaging. These partnerships helped us connect thousands of people to critical care in ways that felt accessible, familiar, and human.
Free Resources That Help You Learn, Act, and Advocate Today
The campaign has ended, but the tools are still here. Whether you’re learning for yourself, sharing with someone you love, or helping your community access care, start here:
Culturally grounded guides, information about colorectal care, and content you can trust.
Need help covering the cost of screening or follow-up care? Support is available through the Colorectal Cancer Alliance.
