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    “Get Checked”

    Instead of asking people to get checked for cancer, we asked people to make sure someone they really cared about got checked.

    Since we had to reach such a diverse audience, the style is all over the place. But it really worked. The percentage of calls to local centers increased 1,800%, including every zip code in Georgia. At one point the federal government actually considered using it as a model for a national campaign.

    I’ve had a great time selling wireless phones and fried chicken, but I’m sure this work actually saved someone’s life. That’s pretty cool.

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