It's Zo Time

About This Project

Summary

The campaign tackled the gap between men’s health knowledge and action. The message—“Knowing won’t save your life. Doing will”—urged men to turn awareness into action. It addressed the silence around men’s health and invited them to take the first step. Alonzo Mourning’s story added credibility, while Baptist Health’s focus on listening to men, especially in Black and Latino communities, positioned it as a trusted partner in their health.

Goals & Objectives

Goals included driving attendance to the Men’s Health Summit, boosting awareness of Baptist Health services, increasing site visits and appointments, and encouraging screenings like heart scans—positioning Baptist Health as a trusted partner in men’s health.

Results & Impact

The goal was 1,000 registrations. We exceeded it with over 1,000 sign-ups to the activation. Awareness among men in October ’24, just before the campaign launch, was at 47%. By January 2025, it had climbed to 69%, helping close the gender gap in awareness from 20 points to just 8.