January, 2025.- The campaign, which draws inspiration from hit TV shows like Game of Thrones and The Real Housewives, aims to shift the conversation around colon cancer screening, traditionally seen as uncomfortable or reserved for older adults.
Injecting Humor to Break Barriers
Kathleen Nanda, Chief Creative Officer of FCB Health New York, explains that the inspiration behind the campaign was to reach a younger audience. “To tap into culture in a way we hadn’t before, we decided to reference what people are watching on TV and in movies. It’s about meeting people where they are, and using humor to disarm the anxiety surrounding screening for colon cancer,” says Nanda. While colon cancer screenings were once recommended for individuals aged 50+, recent guidelines now suggest starting at age 45, which makes this campaign crucial for raising awareness among a younger demographic.
Humor plays a key role in this approach. “Laughter is a language everyone speaks,” says Nanda. “By talking about an uncomfortable topic in a humorous way, we can break down barriers and address the anxieties people have about screening.” The campaign uses humor not only to entertain but to challenge preconceived notions that screening is invasive or intimidating. “Research showed that humor resonates with people. Shocker: people like to laugh,” she adds.
High-Profile Launch During the NFL Playoffs
The campaign made its debut during the NFL playoffs—a strategic move to leverage the wide-reaching platform of live sports broadcasts. Jeremy Truxal, VP of Screening Marketing at Exact Sciences, explains, “Sports broadcasts are one of the few remaining platforms with live viewership. People are engaged, and our campaign is designed to break through the typical pharmaceutical ad tropes and connect with an audience that may be hesitant to consider colon cancer screening.” By combining high-energy sports content with a lighthearted, drama-free take on screening, the campaign offers an engaging contrast to the usual heavy approach to health topics.
Balancing Humor with Sensitivity
Despite the comedic tone, the campaign takes care to maintain respect for the gravity of colon cancer awareness. “The key is never making light of the screening process itself,” Nanda says. The campaign’s humor centers on misconceptions about the procedure—like the king in one of the spots who imagines his doctor’s visit to be a dramatic battle, only to find it is, in fact, simple and non-threatening. This way, the campaign emphasizes that while the conversation may be light, the importance of screening remains serious.
Positioning Cologuard as the Smart, Easy Choice
Truxal highlights how the campaign also sets Cologuard apart from other screening options. “The cultural zeitgeist is filled with drama, but we wanted to show that colon cancer screening doesn’t have to be part of that narrative,” he says. Cologuard offers a convenient, at-home test that doesn’t require special preparation, allowing adults 45+ to prioritize their health without disrupting their busy lives. This convenience, Truxal notes, is an essential part of what makes Cologuard an attractive option for people who might otherwise delay or avoid screening.
Normalizing Screening Through Cultural Relevance
This campaign is about more than just promoting a product—it’s about changing the conversation around colon cancer screening. Truxal explains, “We want to normalize conversations about screening and show people that it doesn’t have to be intimidating. Over the years, we’ve seen Cologuard begin to show up more and more in culture, and our goal is to continue breaking new ground in how we talk about colon cancer prevention.”
In terms of success, Exact Sciences tracks various metrics, from customer sentiment and conversation around the ads, to ultimately the number of people actually using the Cologuard test for screening. Truxal concludes, “We want everyone 45+ to get screened, and we believe Cologuard is the perfect solution for those at average risk.”
As this campaign continues to unfold, it’s clear that humor and cultural relevance are key to not only raising awareness but also driving action toward crucial health screenings.
