It’s Zo Time
How do you increase brand awareness more than 47% among men? Zo Time.
As Baptist Health’s strategic growth partner, BPD recognized that changing men’s health behavior required more than awareness. We built a culturally relevant campaign that drove engagement, participation and measurable growth.
THE IMPACT
1,000+
Men’s Health summit registrations
47%
Increase in brand awareness among men
75%
Reduction in gender awareness gap
Zo
One trusted voice men actually listened to
THE CHALLENGE
The problem isn’t awareness. It’s taking action.
More than half of men skip recommended screenings and preventive care. Not because they don’t know better, but because health often falls to the bottom of the priority list. Baptist Health saw an opportunity to change that. The challenge wasn’t simply raising awareness but also motivating action among an audience that has historically disengaged from healthcare conversations until it’s too late.
OUR APPROACH
Build a Men’s Health campaign that doesn’t feel like a Men’s Health campaign.
Instead of leading with statistics, diagnoses or fear, Baptist Health led with culture. The strategy centered on a simple idea: People listen differently when the message comes from someone they trust.
Put a credible voice at the center.
Alonzo Mourning wasn’t chosen because he was famous. He was chosen because his story was real. As a kidney disease and cancer survivor, NBA champion and respected community figure, Zo brought authenticity to a conversation many men typically avoid. His message was direct, relatable and impossible to dismiss. “We want our young men to be tough, but want them to be smart, too. Going to the doctor is part of that process,” says Alonzo Mourning, Men’s Health Ambassador.
Take the conversation off the stage.
The campaign moved beyond traditional advertising through a “Man on the Street” content series, where Zo engaged everyday men in candid conversations about health, prevention and responsibility. The result felt less like healthcare marketing and more like real life.
Create a movement across every touchpoint.
From the Men’s Health Summit with the Miami Heat to social media, broadcast, radio, print and digital experiences, every channel reinforced the same challenge: Stop putting your health off until tomorrow. The campaign met men wherever they were and gave them a reason to engage.
Creative activations
Our work works.
“BPD has been a fantastic creative partner throughout the development of our Men’s Health campaign. From the beginning, they took the time to understand our goals and develop a campaign strategy that resonates with our South Florida community. Their collaborative approach and strategic thinking drove the ‘It’s Zo Time’ campaign that leverages the trusted voice of Alonzo Mourning to encourage men to prioritize their health. The result reflects the Baptist Health brand while inspiring men to take a simple yet meaningful step toward better health by scheduling their annual checkup.”
Georgina Gonzalez-Robiou, AVP, Marketing & Communications
