Hackensack Meridian Health is an 18-hospital health system based in Edison, New Jersey. The nonprofit system worked with Doner to launch a campaign to raise awareness about colonoscopies. The “No More Buts When It Comes to Your Butt” campaign—which won gold among providers and insurers in the Tiny But Mighty category of the Healthcare Marketing Impact Awards 2023—featured a QR code directing patients to websites where they can schedule a colonoscopy or take a health risk assessment.

The campaign aimed to dispel common misconceptions regarding colonoscopies, such as patients thinking they were too young to need the procedure or not at risk for colon cancer. It looked to stoke interest in a potentially unpleasant topic through a direct, but fun, call to action.

As part of the campaign, public restrooms at New Jersey’s American Dream Mall and Red Bull Arena were stocked with “No more buts” toilet paper, along with signage in stalls and on mirrors highlighting all the reasons people put off getting a colonoscopy. Doner reported that the media signage, in combination with social media and digital ads, resulted in more than 100 QR scans.

On social media, the campaign delivered more than 2.4 million impressions and led to a click-through rate that exceeded benchmark levels by 94%, according to Doner. There were 1.74 million reported impressions across digital media, generating a click-through rate that exceeded benchmark levels by 33%. Overall, the campaign directed more than 18,000 new users to Hackensack Meridian Health’s dedicated landing page, Doner said.