Public health campaigns aim to raise awareness and encourage preventative behavior, but they must first cut through the noise and grab people’s attention. An innovative billboard from the Abramson Cancer Center at the University of Pennsylvania achieved this goal with a witty message targeting the baby boomer generation. Referencing the now largely obsolete floppy disk, the advertisement simply states “If you know what a floppy disk is, it may be time for your cancer screening.” This tongue-in-cheek approach leverages nostalgia to remind older commuters of the importance of regular screening exams as cancer risks increase with age.
The goal of the advertisement is to encourage the baby boomer generation to be proactive about cancer screening. Floppy disks were ubiquitous in the 1980s and 1990s as a way to store files on computers. But for most people under a certain age, floppy disks are ancient relics of technology past. By referring to floppy disks, the ad cleverly implies that if you remember using them, you may have hit an age where regular cancer screening is recommended.
Cancer screening is especially important as people get older, as risk increases with age. Many types of cancer like colon, prostate and breast cancer are more common in mid-life and beyond. Catching cancers early through screening before symptoms develop offers the best chance of treatment being effective. However, cancer screening rates lag in the US, and targeting those most at risk through memorable ad campaigns could help boost participation.
The Abramson Cancer Center billboard received widespread praise on social media for its clever concept. If it inspires just a few more people to schedule that long-delayed colonoscopy or mammogram, it will have served its purpose well. Memorable and effective health messaging is important for raising awareness and changing behaviors. This campaign demonstrates how subtle reminders of aging can motivate screening in those who need it most.
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