To develop an idea/go-to-market strategy for a Cancer Screening campaign that inspires everyone eligible to seek screening for early detection of asymptomatic cancer.v

Influence a behavior shift from Procrastination Behavior (whatever the cause) to Proactive health management that includes working with your healthcare provider to stick with a life-long take action approach to regularly getting all your necessary cancer screenings. We will do this with an Intervention Campaign that provides motivation, fills in the knowledge gaps, removes personal barriers and addresses people personally about their needed screenings. This intervention campaign will be a full-funnel approach that includes:
Motivating-Brand Awareness communication with strong CTA.
Informative targeted communication with strong CTA.
Content to ease screening realities with strong CTA.
Personalized contact with strong CTA

In the first 12 weeks, the campaign garnered over 80M paid media impressions in the West Central Florida region. In an NRC ad voice survey the TV campaign performed better than top-box norms in almost every category including breakthrough, likeability, believability and relevance.