©2025
Challenge
Solution
Results
Cologuard needed to jolt an entire generation of 45-49 year-olds out of their "low-risk" inertia and make the message of colon cancer screening feel culturally unignorable. Traditional, clinical messaging was only reinforcing their desire to procrastinate, requiring an approach that bypassed their deep-seated apathy and fear.
We created a "Nostalgic Alarm Clock" by partnering with 90s icon Matthew Lillard, using the star of Scream to flip horror tropes into powerful messages of personal empowerment. This "Mission to Screen" campaign reframed "the call is coming from inside the house" as a peer-to-peer wake-up call to take control of one's own health.
The campaign shattered audience apathy and dominated the cultural conversation, earning features in Forbes and People and driving a significant lift in screening inquiries. By earning trust instead of leaning into fear, the "genius" and empathetic approach shifted brand perception and proved that nostalgia could be a powerful Trojan horse for a vital health message.