Robert/Boisen+Like-Minded™

Get Danes to poop in cup

When you turn 50, you receive a home screening test for bowel cancer every two years. Unfortunately, only 60% of those invited complete the test. Men, in particular, are reluctant.

They don’t feel old enough for health issues like this, they are not very good at talking to each other about the subject, and they carry a lot of misconceptions about how a stool test works.
Do you have to poop in a cup? Does anything go up there?

So the invitation gets put aside and soon forgotten.

Challenge

The Secret Service Check

We are used to maintaining things in order for them to last. For example, most people in the target group take their car in for inspection every two years – exactly as often as they are invited to be screened for bowel cancer. This simple and relatable parallel became the foundation of the campaign‍. By comparing the target group to their cars, we reminded them - that just like their vehicles - they need a regular check-up every two years to keep running for as long as possible.

In this follow-up to "The Most Important Service Check", we used hidden cameras to surprise people picking up their cars after an inspection with a result they never saw coming.

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Afterwards, we followed up with a gentle reminder.

Idea

Awards