Atlantic Health System Launches Humorous Campaign for Colorectal Cancer Awareness

Here’s the *bottom line* — humor is a powerful tool in advertising.

// By Althea Fung //

Colorectal cancer is a significant health concern in the United States. Early detection through screenings like colonoscopies can significantly improve survival rates, with five-year survival rates at about 90 percent if treated early. But only four out of every ten new colorectal cancer cases are caught at an early stage.

Wanting to transform the perception of colon cancer screening, Atlantic Health System, an eight-hospital health system in New Jersey, took an unconventional approach to the traditional cancer awareness campaign — a lighthearted yet impactful cartoon mascot named “Charlie the Colon.”

Eric Steinberger, chief marketing officer of Atlantic Health System

“Our main objective is to improve population health within the communities we serve,” explains Eric Steinberger, chief marketing officer of Atlantic Health System. “By focusing on preventative screenings, particularly for colorectal cancer, we aim to increase early detection and treatment adherence rates among our patients.”

While Steinberger wanted to drive the colorectal cancer screening rate and increase treatment rates, he also wanted to differentiate the Atlantic Health System as a health system.

Read on to learn more about the strategy behind Atlantic’s “Here’s the Bottom Line” campaign and how it achieved a significant increase in screenings.

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