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Students in the South Dakota State University School of Communication and Journalism have been honing their skills both inside and outside the classroom through the Brookings Colorectal Cancer Awareness Program. This initiative aims to educate the community about colorectal cancer and promote preventive health measures.
 
The initiative is the focus of coursework in the Integrated Marketing Communications course, where students apply classroom knowledge directly to a communitywide project.
 
Launched in 2021, the Brookings Colorectal Cancer Awareness Program was inspired by a personal loss experienced by Marina Hendricks, an assistant professor of journalism. She envisioned a program that would not only educate the public about colorectal cancer but also provide students with tangible skills in public relations.
 
Every task within the course contributes to the planning, development and execution of the campaign. The class this semester had 15 students, each assuming a unique role to ensure the project's success.
 
Ainsley Sutherland, a senior public relations major from Rosemont, highlighted the strategic plan's components: audience analysis, media planning, content creation, campaign execution and performance evaluation. “We’ve applied textbook concepts to real-world scenarios,” Sutherland said.
 
Managing the project was Anna Lockrem, a senior public relations major with minors in marketing and journalism.
 
“My responsibilities included helping provide direction for the class and getting the campaign off the ground,” Lockrem explained. “I helped outline tasks for the group early on, and as the campaign progressed, I leaned more into my role on the fundraising team. We focused on contacting local businesses for donations and organizing community events to support our cause.”

Justine Mitchell, a senior advertising major from Spearfish, led the content and social media team. She said working collaboratively with classmates, each with distinct roles, has been one of the most beneficial aspects of the course.

“I have gained a lot of knowledge and experience working in a close-knit group,” Mitchell explained. “It has been fun to notice that, although we are a group, we all have different tasks that are completed as our own duty.”

Reflecting on her time in the School of Communication and Journalism, Mitchell said the course and campaign work have been pivotal to her growth.
 
“I would like to think that I have been blessed to be a part of the School of Communication and Journalism community during my academic career at ����ֱ��app,” she said. “I feel so lucky to be a part of a school that is offering so many opportunities and support to all students, no matter what stage they are at in their academic or professional careers. This project specifically helped me see marketing through a scope that I have not yet seen. The campaign world has so much variety, and I feel like the things that I have learned and the knowledge that I have gained from this project will benefit me well in whatever I decide to do with my future.”
 
The project’s impact has been felt across the entire class. Working collaboratively on a cause with real-world implications has not only built technical skills but also strengthened students’ confidence as future communication professionals.
 
Alicia Garrow, a senior public relations major with minors in social and digital media and health communication, emphasized the project’s value to her educational journey.
 
“It’s given me hands-on experience in campaign strategy, brand consistency in writing and collaboration — all of which are essential in the field of public relations,” said Garrow, a Brandon native. “Leading the writing team has also helped me grow as a communicator and leader.”
 
The Brookings Colorectal Cancer Awareness Program's efforts extend beyond the classroom. The students organized community events this year like the “Rear-covery” Hot Yoga session at Synergy Strength Studio and participated in the annual ����ֱ��app Human Resources Benefits Fair to raise awareness about colorectal cancer. 
 
Funds raised during these events support the Brookings Health System Foundation, encouraging residents age 45 and older to stay up to date on their colorectal cancer screenings.