Allegheny Health Network leaders were concerned about rising rates of colorectal cancer, especially among Black Americans, who are more likely to develop the disease and to die from it. 

At the same time, colonoscopies are 95% effective in detecting cancer, but many people delay or even avoid getting screened.

The Pittsburgh-based organization wanted to create a campaign that avoided being too clinical, scary or easy to ignore while dispelling the rationalizations, excuses and myths that can stand in the way of people getting screened.

The system worked with Tonic to adopt a multichannel approach using streaming video, print ads and messages targeted directly to people overdue for colonoscopies, centered on the cheeky theme of “Everyone has a ‘but.’ We’ll take care of yours.” It aimed to counter four common “buts”: “But, I’m only 45,” “But, the prep is awful,” “But, I’m healthy” and “But, it’s uncomfortable."

The campaign won silver among providers and insurers for Purpose-Led Campaign of the Year in the Healthcare Marketing Impact Awards 2024.

The health system said the campaign racked up impressive metrics, with 4 million impressions and 962,000 total video views. It also drove a 20% spike in screening appointments—double its stated goal.