The message is simple. If you’re over 50, you need a colorectal cancer screening. It’s not convenient or easy, but it’s effective. So how do we get folks off their butt to get an exam?

Insight
Why avoid the subject? Let’s start a discussion with something fun, startling — and best of all, real and simple. Direct advice from peer to peer.

Approach
We used real people with dynamic personalities in the target age to deliver the message — in print, outdoor, and posters. We created a TV spot with people shaking their booties to clever, original music.

Results
The “Check Your Booty” PSA ran on cable networks more than 630 times over five weeks to coincide with Colorectal Cancer Awareness Month. The Health Department saw a major increase in inquiries about its free colorectal screening program.