Austin Urology Institute in Texas wanted to encourage more patients to choose the organization as the place to go for vasectomies and other services.

Finding the humor in a potentially taboo subject was a main priority for the provider and its advertising agency partner 8AM Creative, to make prospective patients feel more at ease and comfortable receiving this type of procedure. The campaign faced a challenge, however: It was working with a limited budget and competing with larger urological practices.

Therefore, as a cost-effective approach, the team designed the campaign to include humorous, tongue-in-cheek advertisements to be shared across Meta and Reddit. Its target audience was parents with two kids, as well as both men and women who never wanted kids.

The campaign, which earned bronze in the Tiny But Mighty category among providers and insurers, targeted patients in Austin, Texas, initially but has since expanded to attract people from nearby cities. The facility said it treats patients who report hearing about services through its ads on Reddit and that its latest campaign round performed at half the cost per lead of a more expensive strategy on different platforms.