SEE THE UNSEEN
People often skip cancer screenings if they don’t see any symptoms. Even though the purpose of screening is to catch cancer before symptoms appear so it can be treated as early as possible. So to encourage people to stop skipping screenings, Baylor Scott & White Health needed a memorable way to convey the idea that just because you can’t see something, doesn’t mean it’s not there. That’s when we teamed up with one of the NFL’s biggest stars, Dak Prescott, and hid our message in plain sight on his “white” cleats for fans to discover during primetime football.
Social Video | Print | Digital | Website | Influencer Marketing | OOH
2025 American Advertising Awards
GOLD NATIONAL ADDY
Public Service Interactive Campaign
2025 AAF District 10
GOLD REGIONAL ADDY
Public Service Interactive Campaign
2025 AAF District 10
GOLD REGIONAL ADDY
Integrated Media Public Service
2025 AAF District 10
SILVER REGIONAL ADDY
Single Unit, Any Size
2025 AAF Dallas
JUDGE’S CHOICE
2025 AAF Dallas
GOLD ADDY
Public Service Interactive
2025 AAF Dallas
GOLD ADDY
Integrated Media Public Service
2025 AAF Dallas
GOLD ADDY
Single Unit, Any Size
1 in 3 people who skip cancer screenings say it’s because they don’t see any signs.
But even if everything looks normal…
Something could be hiding.
But even if everything looks normal, something could be hiding.
(Hover to reveal)
To demonstrate how cancer screenings help us see the unseen, we used UV paint to hide a message on Dak Prescott’s cleats which he revealed during the NFL’s My Cause My Cleats game.
SOCIAL VIDEO
We documented the design process so Dak and the Cowboys could spread the message on social media ahead of the game.
BEHIND THE SCENES
Then we ran back-to-back ads in the Dallas Morning News so readers could experience the reveal by simply turning the page.
