Goshen Health, a regional hospital and outpatient system in Indiana, wanted to educate people about their risk for developing colorectal cancer and de-stigmatize the conversation about cancer in an embarrassing location. The goal of the campaign was both educational and motivational, and we kicked butt on both ends.


Drawing on tongue-in-cheek language and a brightly colored bar stool, the campaign encouraged
people to take a health risk assessment to see if they qualified for a free Fecal Immunochemical Test (FIT).

Starting a Movement

To ensure no one was left behind, we created bathroom posters and bar coasters and installed
brightly painted bar stools in restaurants, cafes, and bars across the city. Goshen Health appreciated
our fresh, engaging, and provocative approach to educating the community.

Stool Bus Tour

We got to the bottom of the matter with high-profile out-of-home advertising, quirky radio ads featuring poop trivia,
and an experiential “Stool Bus” that engaged with members of the community at local events.

Awards won:

2020: Gold, Hermes; Platinum, MarCom; Silver, MM&M