Challenge
The George Washington University Cancer Institute is located in the heart of the nation’s capital. GWU called upon Contrast Creative to develop an informative and uniquely engaging television campaign that motivated D.C. citizens to schedule screenings for breast, prostate, and colon cancer that would air during the respective awareness months. The team decided to rely on comic relief to capture viewers’ attention, then viewers were prompted to schedule specific testing.
Results
All three commercials spiked cancer screenings during their respective awareness months. According to statistics gathered by GWU, calls for mammograms during Breast Cancer Awareness Month increased 82% from the prior year. During September of that year, GWU screened nearly 700 men for prostate cancer with 131 testing positive for the disease. Additionally, the number of colonoscopies increased after the colorectal spot began airing in March the following year.