In the corner of Indiana where Parkview Health works, people show up for others. They dig their neighbors out after snowstorms. They go to school board meetings. They coach little league teams even after their kids have stopped play. Unfortunately, they don’t show up for the routine cancer screenings that could save their life. So we reframed it: We turned annual cancer checks into one more way to show up for those in your life that matter.
Screen For Your Team
Prostate cancer screenings and NFL football, a classic combination. But seriously it actually worked out really well. We created a one-of-a-kind pair of cleats for Indianapolis Colts’ wide receiver Alec Pierce, designed with the message that every fan should screen for their team. Pierce wore the cleats in two games, and scored touchdowns in each one. Then the announcers calling the game blurted out our tagline to millions of Indiana fans, which we hadn’t asked them to do. Like I said, it worked out pretty well.