
Atlantic Health
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Strategic Positioning
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Campaign
Are You Too Distracted to See Cancer Hiding?
Amid the COVID-19 pandemic, many postponed routine checkups, increasing the risk of missing early cancer diagnoses. The "Are You Too Distracted to See Cancer Hiding?" campaign addressed this by reminding people of the importance of cancer screenings, even during a global health crisis, by using a clever and unexpected approach to capture attention.
The campaign featured crossword puzzles with the word "cancer" hidden among covid related terms, mirroring how cancer can hide while we’re focused on pandemic concerns. These puzzles appeared in digital ads, social media, OOH and other touchpoints.
The unique and interactive approach cut through pandemic fatigue, driving home the urgency of regular cancer screenings. By blending creativity with a clear call to action, the campaign emphasized that vigilance can save lives, even during uncertain times.


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