There is a surprisingly common gap in US cancer prevention – most people don’t know their family cancer history well enough to answer when a doctor asks. CDC research found only about 31% of adults say they know their family’s cancer history well, and just 22% feel confident completing it on a medical form. Black and Hispanic adults were also less likely than white adults to have had those conversations with relatives – particularly significant in Georgia, where later-stage diagnoses disproportionately affect Black communities.

That gap become the core idea of Chemistry’s new campaign, No More Gaps, for Georgia CORE, the statewide nonprofit working to reduce Georgia’s cancer burden. And the campaign idea was placed right under its target audience’s nose – in the cracks of the city. Chemistry turned the information gap into something physical. Around Atlanta, messages are appearing alongside actual gaps – cracks in sidewalks, spaces between bench slats and other overlooked openings – turning a health message into something people unexpectedly encounter as they move through the city.

The idea carries into radio, where unexpected silence makes the missing information tangible. The gap in the audio becomes the ad itself. Paid and organic social extend the campaign. The work also features metro Atlanta residents with personal connections to cancer – Shondolyn Richburg of Lithonia, a breast cancer survivor; Donnie Davis of South Fulton, a colorectal cancer survivor; and Andrea Williams of Avondale Estates, who lost her father to stage four colorectal cancer. Her family knew none of its cancer history before his diagnosis. And there’s more to come.

The new work follows Georgia CORE and Chemistry’s attention-grabbing Weird Looking Stools initiative, that placed visually striking, one-of-a-kind stools designed to represent real colon cancer symptoms, in 20 bars and coffee shops across Georgia. It launched in September 2025 and generated 365M+ impressions and 100K+ engagements, while earning a Gold ANA REGGIE Brand Catalyst Award.