“Late,” the Memorial Sloan Kettering Cancer Center campaign that sought to convey the urgency of preventative screenings and reach communities that are less likely to access those services, won gold among providers and insurers for Film/TV/Video Campaign of the Year at the Modern Healthcare Impact Awards.

The New York City-based cancer treatment and research institution launched the campaign, in partnership with alma, which ran between February and April, to connect with Hispanic communities across the country. Cancer is the leading cause of death among Hispanic and Latino people, with barriers such as language and education hindering them from accessing care, according to the U.S. Centers for Disease Control and Prevention.

Memorial Sloan Kettering released its short-film campaign to increase awareness of the repercussions of delaying preventative screenings and galvanize members of the community to get checked.

Read more about the work and the award here.