​Across surveys, interviews, and social conversations, one key tension stood out: Gen X and Millennial–Gen X cuspers do not see themselves as "older adults" yet, rejecting anything that feels heavy or age-coded. Many are still culturally anchored to the ’80s and ’90s.

 

Nostalgia is different for this generation, who is “stuck-stalgic”- longing for a time period they never really left.

 

Instead of leading with fear or medical urgency, we led with this. Humor became the entry point and familiar references served as gentle wake-up calls.

 

We built “stuck-stalgia” as a platform—using iconic cultural moments and memes as playful wake-up calls for an audience that still feels young at heart but is, in fact, screening age.

 

​We wanted to reframe colon cancer testing, using cultural alarm clocks to show that the best way to stay young is taking care of yourself.​

 

The rule was simple: if you get the reference, it’s probably time to get screened.

 

Matthew Lillard, a defining ’90s horror icon, became the perfect expression of our insight. The horror-themed “Screen” spot met people where they already were, culturally and emotionally, reframing screening as something that doesn’t have to be scary.

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This idea then extended to other nostalgic icons, from Lance Bass to John Stamos, gently reminding our audience of their age in order to drive awareness and action.​