Arizona Department of Health Services

ADHS needed to raise awareness about radon, an invisible gas that can build up in people’s homes and risk giving them lung cancer. Our solution was to create Lilly Lungs, an animated hero who made the threat feel both urgent and completely manageable. A statewide digital blitz across Meta, Nextdoor, search, display, YouTube, and CTV delivered over 3 million impressions, smashing industry benchmarks and prompting one heck of a response. Test kit requests shot up 600 percent in the first month, held at more than triple the norm, usage time from order to test performance average fell, and for the first time, requests came in from all 15 counties. Lilly proved that a good story with a lovable hero can move folks to take action to protect the ones they love.