Health care ad campaign puts focus on viewers

American Cancer Society’s ‘Now or Later’ push for comprehensive reform spans social and traditional media and plucks the heartstrings

Ads in Washington’s metro stations vie desperately to get riders’ attention. “Look at me!” scream wraparounds and posters for stores, museums and political campaigns.

But stark advertising for the American Cancer Society Cancer Action Network’s “Now or Later” program is tugging at riders’ heartstrings—and getting them to think about the urgency of health care reform. This slogan might give a busy commuter pause: “Someone in this station probably has cancer but doesn’t know it yet. If it’s you, would you rather know NOW or LATER?” Click here to see still shots of the advertisements.

The ads blanket the Capitol South Metro Station, which is used primarily by House of Representatives staffers. The ads were targeted at that location because these staffers help create new legislation, says Steve Weiss, senior director of communications and media advocacy at the American Cancer Society CAN.