Description
Presenting a new campaign for Hackensack Meridian Health (HMH) from Doner. The healthcare network is leaning into humor to tackle a serious subject: colorectal cancer screening. The campaign, “Bart the Old Fart,” developed in partnership with its creative agency of record, Doner, introduces Bart as a witty, wise elder who urges younger audiences to get screened so they, too, can “live to be an old fart” like him. It has a clear goal: normalize colonoscopies as a lifesaving measure while driving patients to HMH physicians for screenings.
Five spots sit at the center of the campaign. “Nap” shows Bart on his recliner addressing the fact that a colonoscopy is easy and nothing to worry about. "Think of it as a lifesaving nap," he says as he leans back to close his eyes. “Penny” dispels concerns about affordability, while “Safe” underscores the benefits of screening for early detection and long life. “Good Ol’ Days” corrects misconceptions around the colonoscopy prep process. Finally, “Fishing” shows Bart using his wisdom to discuss the importance of getting a colonoscopy so you can live a long life.
Unlike many health pushes that rely on statistics and somber tones, this one banks on relatability. By using a candid, elder spokesperson, HMH aims to break down stigmas and reframe colonoscopies as part of responsible self-care.
“This campaign takes a fresh, approachable tone to a topic many people would rather avoid,” said Opeyemi Oluwole, SVP Chief Marketing Officer, Hackensack Meridian Health. “By using levity through Bart’s character, we’re able to ease concerns and ultimately encourage more people to get screened. Early detection saves lives, and if we can break through and get that message across with a smile, we’re doing our job.”
“One of the most challenging tasks in healthcare marketing is to create work that informs and inspires action,” said David DeMuth, CEO of Doner. “This campaign, and the creation of the Bart character, strikes a delicate balance of being educational, instructional and undeniably charming.”
The campaign goes live today across social, streaming video, programmatic display and CTV.
This professional campaign titled 'Bart the Old Fart' was published in United States in September, 2025. It was created for the brand: Hackensack Meridian Health, by ad agency: Doner. This Film and Integrated media campaign is related to the Health industry and contains 5 media assets. It was submitted 3 months ago.
Credits
Doner
Brian Nelson, VP, Creative Director
Anthony Karagosian, VP, Creative Director
Megan Williamson, Associate Creative Director
Max Cullen, Senior Art Director
Brad Emmett, ECD, Executive Creative Director
Elizabeth Leonard Labadie, Producer
Jennie Hochthanner, EVP, Director of Integrated Production
Pete Spender, EVP, Managing Director Healthcare
Melissa Zelinski, VP, Account Director
Christopher Malek, Senior Account Manager
Jason Nummer, Senior Project Manager
Julie Murray, SVP, Strategy Director
Kayce Holland, Associate Strategy Director
Sheryll Kollin, EVP, Business Affairs
Dawn Malenfant, Senior Business Manager
Kendra Goolsby, Senior Talent Manager
Production Company: Unreasonable Studios
Hackensack Meridian Health
Opeyemi Oluwole, SVP, Chief Marketing Officer
Andrea Addesso, VP, Brand Strategy
Donna Sellmann, VP, Marketing Service Lines and Hospitals
Gina Hersch, Brand Strategist
Michele Scialabba, Manager, Marketing
