REGIONAL GI ASSOCIATES came to us with a mission—save people from a killer—Colon Cancer. LevLane Advertising was honored to step up to the challenge of very tricky subject matter. Our approach? Don’t duck a thing. Tackle the subject head-on with a bold, direct voice. That success lead us to the broader brand responsibility of repositioning them in the mind of their audience. These were the most specialized group of experts in the area. People needed to know it. We presented them as real people talking to real patients about their real problems. These experts change lives. And we were able to tell their story with truth, honesty and authenticity unseen in the GI category.