Olympus

Background

Colon cancer can be prevented and cured with regular screenings. However, only 63% of at-risk Americans have been screened. Olympus, the world's leading manufacturer of endoscopes, needed a new communications plan that would encourage more people to take action.

Results

Punch helped Olympus reposition colon cancer as the common cancer that can be prevented. We targeted people aged 50-59, as they are the key at-risk group with the lowest rate of screening. We made these folks care by informing them just how common colon cancer is — more common than breast cancer and prostate cancer combined. And we let them know that colon cancer can be completely prevented through early and regular screenings. Punch brought this strategy to life via the "Question Mark" campaign — a fact-based communications program featuring a compelling graphic of a colon streamlined into the shape of a question mark. The advertising drove traffic to a mini-site where folks could learn more and commit to be screened.

Less than two months after launch, over 10,000 people had signed the online pledge promising to get screened.