Giving hunters ammunition for better health

Research shows that most American who haven’t visited a doctor in the last five years are men. In an effort to address this issue among hunters in Lancaster County, Pennsylvania., Ephrata Community Hospital turned to The Anderson Group. We helped the hospital launch Hunter’s Health Check—an afternoon filled with free health screenings and tests carefully camouflaged as an informational event for hunters complete with new product demos, game cooking tips and children’s activities.

Our strategy was to create a program aimed primarily at women who would bring their husbands, sons, fathers or significant others to the event. In creating the messaging, we wanted to keep the tone approachable and light, rather than serious and lecturing. We used humor in the direct mail and newspaper advertising to grab the reader’s attention without downplaying the importance of preventive healthcare. The marketing and creative strategy worked so well, Hunter’s Health Check has become an annual draw.