The Ask: Write butt jokes. The goal was to hook viewers, listeners, and bystanders with perfectly timed, quick-witted humor in the name of a life-saving cause.

The Idea: A social-first campaign (launched back when Twitter was still Twitter) that targeted the world’s most influential space enthusiasts and invited them on a #MissionToUranus. We used the internet's favorite planetary pun to launch a national conversation about colorectal cancer screening.

The Work: Through a series of radio PSAs, billboards, and social executions, we turned our double entendre into a massive awareness effort.