Together with think tank, 2020health, we uncovered a health phenomenon, the 'Fear of Finding Out' which accounts for a third of reasons why individuals avoid visiting their doctor. Tapping into popular culture, we abbreviated the issue to the now widely recognised 'FOFO'.

To reach and engage our audience and truly understand their psychology, we needed a novel approach, combined with external expert counsel. So we convened an illustrious but unconventional coalition from beyond healthcare including Aardman (Wallace & Gromit creators) and Glitchers (game designers behind Sea Hero Quest).

With Aardman's counsel on the power of storytelling and characters, and Glitchers' expertise in designing games for mass use, 'Crush Your FOFO' was born.

Crush Your FOFO featured interactive questions and short games, allowing players to confront and defeat their particular FOFO character - depicted by a gremlin. Importantly, the quiz also collected open-data to allow us all to better understand FOFO.

In February 2018, Crush Your FOFO launched to the general public, via a press release leading with the shocking research finding that 61% of Brits avoid medical attention due to diagnosis fears.

Our spokespeople took part in interviews, including: celebrity, Jeff Brazier, whose former partner Jade Goody died of cervical cancer after avoiding a smear test; case study, Mark McGovern, who suffered a stroke after ignoring diabetes symptoms; TV doctor, Dr Zoe Williams, interviewed by over 30 stations nationwide; and a range of our expert collaborators including Professor Sir Muir Gray and the Rt Hon Alan Milburn.

The full media package also contained imagery and video content, including our hero piece of content - the creative 'Fear Box' video - bringing to life how prohibitive fear can be.

A full-scale social media strategy ensured that we reached both passive and engaged consumers with a suite of highly shareable content.

The Crush Your FOFO launch generated over 68 million media impressions across top-tier media, including broadcast, national and consumer outlets. Of note, we secured TV interviews with Jeff Brazier on ITV's Loose Women, BBC's Victoria Derbyshire, and Channel 5 News. Other notable broadcast interviews included Professor Sir Muir Gray and case study, Mark McGovern on BBC Radio 4, Dr Zoe Williams on Talk Radio, and a senior director from AbbVie on BBC World Service.

There were over 4,000 completions of Crush Your FOFO - doubling the 2,000 target and richly contributing to our pool of available open-data for the next stage of the project.

Our social media strategy was hugely successful, generating 3 million social media impressions in the first week alone, driving traffic to Crush Your FOFO. To date, the 'Fear Box' hero video (in which people were invited to reach into a box without seeing the contents, demonstrating how debilitating fear can be, and sparking a range of reactions from humorous to deeply moving) achieved excellent engagement of around 303,000 views (an engagement rate of 71%).