Arizona Department of Health Services
It Came From the Ground
Radon is hard to care about for one very inconvenient reason. You can’t see it.
Radon is hard to care about for one very inconvenient reason. You can’t see it.
Results
600% increase in test-kit requests in the first month
- 3X+ historical baseline sustained after launch
- All 15 Arizona counties generated requests
- 256% above Meta CTR benchmark
- 3M+ targeted impressions
Results
600% increase in test-kit requests in the first month
- 3X+ historical baseline sustained after launch
- All 15 Arizona counties generated requests
- 256% above Meta CTR benchmark
- 3M+ targeted impressions
The problem
No smell. No color. No obvious warning.
Without testing, you would never know radon was there.
Which makes an invisible health risk pretty easy to ignore.
The move
We needed to give people something they could actually picture.
So we made the invisible visible.
Lilly
We created Lilly Lungs to turn an unfamiliar health topic into something families could understand.
A father and daughter start reading her story.
Then the story starts happening around them.
The world
Live action, illustration and animation all lived together.
The science stayed real.
The way we explained it didn’t have to sound stiff or complicated. It just needed to make sense to real people.
The ask
Everything eventually came back to one very simple thing:
Test your home.
Credits
- Gabe Kachirisky
- Creative Director
- Michael Margetis
- Copywriter
- Albert Barroso Jr
- Art Director
