More than 50% of men are less likely to visit the doctor, less likely to get screened, and more likely to die from preventable diseases. That’s why Baptist Health, one of South Florida’s largest healthcare providers, decided it was time to take action. But they didn’t just want awareness; they wanted results. They wanted men to show up: for their checkups, their screenings, and ultimately, for their own health.
To spark that shift, we launched a campaign around Baptist Health’s annual Men’s Health initiative, featuring NBA legend Alonzo Mourning. The campaign focused on achieving five key objectives:
These goals were designed to drive real behavior change—and to position Baptist Health as the trusted partner in men’s health for years to come.
Men know health matters. They know checkups catch problems early. They’ve heard it all before—eat better, get screened, see a doctor. But knowing isn’t the issue. Doing is. That gap between knowledge and action is costing lives.
Our campaign strategy set out to change that. The message was clear: “You know what’s good for you, but knowing won’t save your life. Doing will.” It spoke directly to men’s confidence—their instinct to take charge—while confronting the silence that keeps too many from acting.
Additionally, Baptist Health’s focus on listening to and understanding men’s unique needs, especially within Latino and Black communities, positioned the campaign as a trusted healthcare partner, empowering men to take charge of their health.
But insight alone doesn’t drive change—connection does.
So we gave them a reason to act. A name they knew. A face they respected. A story they could trust. We gave them Alonzo Mourning. A Miami legend, on and off the court. A man who fought kidney disease. Then beat prostate cancer. A man with a nickname that became a rally cry. It’s Zo time. A challenge. A call for men to stop putting it off and start showing up. It was that simple: Doing is better than knowing.
His journey gave our message power. Taking action saves lives.
In just 45 days, we moved from kickoff to launch with a fully integrated campaign—TV, radio, social, digital, and out-of-home. And Zo himself, talking to real people in the streets. No scripts. Just honest talk. And a message that landed with heart.
We blew past our goal of 1,000 men registered for the Men’s Health Summit. We got more than 19.4 million total campaign impressions. Awareness among men jumped from 47% to 69%. And we reduced the brand awareness gender gap by 35%.
Men paid attention. Baptist delivered. And this was just the beginning.
