Doner launches Bart the Old Fart

In collaboration with creative agency Doner, healthcare network Hackensack Meridian Health (HMH) is leaning into humour to tackle a serious subject: colorectal cancer screening.

The campaign, Bart the Old Fart, introduces Bart as a witty, wise elder who urges younger audiences to get screened so they, too, can “live to be an old fart” like him. It has a clear goal: normalise colonoscopies as a lifesaving measure while driving patients to HMH physicians for screenings.

Five spots sit at the centre of the campaign. Nap shows Bart on his recliner addressing the fact that a colonoscopy is easy and nothing to worry about. "Think of it as a lifesaving nap," he says as he leans back to close his eyes. Penny dispels concerns about affordability, while Safe underscores the benefits of screening for early detection and long life. Good Ol Days” corrects misconceptions around the colonoscopy prep process. Finally, Fishing shows Bart using his wisdom to discuss the importance of getting a colonoscopy so you can live a long life.

Unlike many health pushes that rely on statistics and somber tones, this one banks on relatability. By using a candid, elder spokesperson, HMH aims to break down stigmas and reframe colonoscopies as part of responsible self-care.