The Colonoscopy Sweepstakes is the first sweepstakes done for a CBS Cares health initiative. The goal is to position a colonoscopy as a “grand prize”-- something to be sought after rather than avoided or embarrassed by. This is important because colon cancer is usually treatable if caught early. Partnering with medical experts, we used humor to reinforce a serious subject and engage the audience. The hope is to destigmatize colonoscopies, while providing valuable information about the life saving potential of colorectal cancer screenings. The PSAs have aired in Primetime on CBS and been streamed through all of CBS Interactive’s websites.