NOW SCREENING - Your Colon
"Colonoscopy Gets the Blockbuster Treatment" - A disruptive awareness campaign that parodies movie posters to attack stigma and promote health screenings.
CategoryDisruptive Guerrilla marketing campaign
RoleArt Direction, Copywriting, Midjourney used for Illustrations
Challenge
At Bosun, I worked on concepts for a simple yet attention-grabbing OOH campaign for our healthcare clients for Colon Cancer Awareness Month in March. Colon cancer is highly preventable, yet clinical jargon and uncomfortable stigma keep men from getting screened. The objective is to normalize colonoscopies through outrageous ads that spark conversation around daily interactions.
Insight
Men dodge the uncomfortable realities of aging by retreating to comfort zones established in adolescence. Typical medical stats are easily tuned out. Breaking through requires a memorable disruption of their daily safe spaces.
Solution
The dreaded colonoscopy is reframed as the next highly anticipated cinematic event. Targeting men entering the screening age, the campaign launches with theatrical posters that parody the hit films they grew up with. Reimagined with colorectal themes and subtle medical cues, the colon is positioned as the "Next Screening."
Extension
Continuing the ‘Now Screening’ message, we use the movie posters as stickers, featuring a cutout and a critic warning. Intercepting men at their usual spots, hijacking notorious fast-food ads and menus to provide the much-needed reality check that surviving a life-saving screening is much easier than surviving their dietary choices.
“Reminds People If You’ve Survived Gas Station Tacos, You Can Survive A Colonoscopy”
