Mention the word “colonoscopy” to any man and you are sure to get a cringe. So imagine how daunting the task seems to creative when asked to increase the number of colon cancer screenings in a market by double digits. But that’s exactly what BVK did when they launched what is arguably the most unique colon cancer screening tv in healthcare. The spot, which features grown men sobbing in a waiting room to the sounds of babies crying is not only unforgettable, but it actually drives home the point that men are wimps not to ask for the common screening that could save their life. And the proof is in the results. The creative campaign resulted in a 49% increase in screenings the first month. Maybe laughter really is the best medicine.
