“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.