Colon cancer is on the rise, especially among younger people and women. Yet it’s over 90+% curable when caught early. With the screening age lowered to 45, we needed to appeal to a younger crowd. But people aren’t screening because they dread the process. To reach them, we went cultural, not clinical. And leaned into the TV shows they’re binging. This time: The winter western. In these two social videos, which family with our Blizzard TV spot, our rugged pioneer learns that despite the blizzard, a Cologuard test comes to his porch, can be ordered through his phone and picked up from his porch in minutes, giving him time to do whatever he wants with his day.