Becky's Butt - LifePoint

It’s always a good day when you get approval to talk about worms and itchy butts in an advertising campaign.
Healthcare advertising is exciting. There are few other industries where the success of a campaign will create as meaningful an impact on the actual livelihood of a person. This particular campaign would be used as the beginning of a funnel to encourage individuals to see a primary care physician regularly.
LifePoint saw a trend where patients were having trouble being proactive in the pursuit of their personal health. Finding a doctor and following up in a personal healthcare journey can feel daunting, expensive, confusing, and burdensome. We wanted to take the opportunity to offer a new perspective with this campaign - one that uses lighthearted humor in somewhat absurd scenarios to get the message across that proactive healthcare is thoughtful and simple. Thoughtful for yourself and your family, and as simple as just asking a doctor their opinion.
We worked with LifePoint’s marketers to understand the motivations that often lead their target demographics to seek a primary care physician. One major data-point that stuck out was that most people only make the decision to see PCP regularly when they’re forced to think about how a major illness or early death would impact the people closest to them. Our creative team developed the ‘What if…’ campaign to comedically explore the results of falling into poor health on the people around us.
Credits
Client: LifePoint Health
Creative Development: IV
Executive Producer: Samuel Cowden
Executive Creative Director: Zac Dixon
Creative Director: Taylor Blair
Writers: Taylor Blair, Samuel Cowden
Animation: Leo Campasso, Michael Cribbs, Taylor Blair
Illustration: Esther Lalanne, Taylor Blair
Design: Taylor Blair
Sound Design: Jeff Moberg
Music: Jeff Moberg