New Colorectal Cancer Awareness Campaign from Doner

The healthcare network is leaning into humor to tackle a serious subject: colorectal cancer screening. The campaign, “Bart the Old Fart,” developed in partnership with its creative agency of record, Doner, introduces Bart as a witty, wise elder who urges younger audiences to get screened so they, too, can “live to be an old fart” like him. It has a clear goal: normalize colonoscopies as a lifesaving measure while driving patients to HMH physicians for screenings.

Five spots sit at the center of the campaign; you can check them out here. “Nap” shows Bart on his recliner addressing the fact that a colonoscopy is easy and nothing to worry about. “Think of it as a lifesaving nap,” he says as he leans back to close his eyes. “Penny” dispels concerns about affordability, while “Safe” underscores the benefits of screening for early detection and long life. “Good Ol’ Days” corrects misconceptions around the colonoscopy prep process. Finally, “Fishing” shows Bart using his wisdom to discuss the importance of getting a colonoscopy so you can live a long life.

Unlike many health pushes that rely on statistics and somber tones, this one banks on relatability. By using a candid, elder spokesperson, HMH aims to break down stigmas and reframe colonoscopies as part of responsible self-care.

“This campaign takes a fresh, approachable tone to a topic many people would rather avoid,” said Opeyemi Oluwole, SVP Chief Marketing Officer, Hackensack Meridian Health. “By using levity through Bart’s character, we’re able to ease concerns and ultimately encourage more people to get screened. Early detection saves lives, and if we can break through and get that message across with a smile, we’re doing our job.”

“One of the most challenging tasks in healthcare marketing is to create work that informs and inspires action,” said David DeMuth, CEO of Doner. “This campaign, and the creation of the Bart character, strikes a delicate balance of being educational, instructional and undeniably charming.”