Colon cancer remains one of the most preventable yet under- detected cancers in the United States, particularly among underserved communities. HITLAB is conducting this marketing and impact study on behalf of Grapevine Health to assess the effectiveness of a six-part colon cancer screening health literacy video series.

The evaluation measures viewer engagement, knowledge gain, and behavioral intent using standardized validated metrics —including learning gain, informativeness, trustworthiness, action intent, and sharing intent (NPS) — across 100 U.S. adults aged 45 and older.

These preliminary results demonstrate that content created by Grapevine Health can impact health behavior change. For the colonoscopy video library evaluated, participants reported high rates of gaining knowledge, likelihood to take action, and willingness to share. This evaluation helps to build a credible
evidence base for health plans and health systems to consider Grapevine Health’s health literacy content as an effective tool to activate beneficiaries.