Quest Diagnostics

Building a Community of Hope

Quest Diagnostics logoThe web is so full of communities of misery -- social sites devoted to the discussion of devastating disease or the latest affront by the pharmaceutical companies -- it’s become almost impossible for a site dedicated to positive news, hope and good humor to break through.

Colorectal cancer is one of he most easily-detectible cancers, but because of the unpleasant nature of the test (enough said), few people undergo regular screening. But Quest Diagnostics had developed a simpler, cleaner test; if they could just get the public’s attention, many thousands of lives could be saved.

Our campaign combined the best of interactive and social media: A goofy little viral video. An unforgettable URL. An email challenge. And an online PR push. In just six months, doyouhavetheguts.com had grown into a vibrant online community of 175,000 -- sharing stories, sharing hope and testing themselves, their friends and their families.

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