Bart the Old Fart is handing out light-hearted advice to younger audiences who want to live to be an old fart like him. The colorectal cancer screening campaign by campaign US creative agency, Doner, and Hackensack Meridian Health, avoids the much-tried classic cancer screening ad formats. The dire warnings. Alarming statistics. “Tragedy turned around” testimonials. The didactic tone of voice.
Bart the Old Fart is a witty, wise elder whose humour aims to normalise colonoscopies as a lifesaving measure while driving patients to HMH physicians for screenings. Five spots sit at the centre of the campaign, each delivering one key message about screening.
The campaign lets go of authoritarian to embrace relatable. By using a candid, elder spokesperson, HMH aims to break down stigmas and reframe colonoscopies as part of responsible self-care.
The campaign is running across social, streaming video, programmatic display and CTV.
“This campaign takes a fresh, approachable tone to a topic many people would rather avoid,” stated Opeyemi Oluwole, SVP chief marketing officer, Hackensack Meridian Health. “By using levity through Bart’s character, we’re able to ease concerns and ultimately encourage more people to get screened. Early detection saves lives, and if we can break through and get that message across with a smile, we’re doing our job.”
“One of the most challenging tasks in healthcare marketing is to create work that informs and inspires action,” added David DeMuth, CEO of Doner. “This campaign, and the creation of the Bart character, strikes a delicate balance of being educational, instructional and undeniably charming.”
Credits
Creative Agency: Doner
VP, Creative Directors: Brian Nelson & Anthony Karagosian
Associate Creative Director: Megan Williamson
Senior Art Director: Max Cullen
EVP, Executive Creative Director: Brad Emmett
Producer: Elizabeth Leonard Labadie
EVP, Director of Integrated Production: Jennie Hochthanner
EVP, Managing Director Healthcare: Pete Spender
VP, Account Director: Melissa Zelinski S
enior Account Manager: Christopher Malek
Senior Project Manager: Jason Nummer
SVP, Strategy Director: Julie Murray
Associate Strategy Director: Kayce Holland
EVP, Business Affairs: Sheryll Kollin
Senior Business Manager: Dawn Malenfant
Senior Talent Manager: Kendra Goolsby
Production Company: Unreasonable Studios
Client: Hackensack Meridian Health
SVP, Chief Marketing Officer: Opeyemi Oluwole
VP, Brand Strategy: Andrea Addesso
VP, Marketing Service Lines and Hospitals: Donna Sellmann
Brand Strategist: Gina Hersch
Manager, Marketing: Michele Scialabba
