Problem: Physicians aren’t diligently screening lung cancer symptoms while still in a curable Stage, held back by bias about who’s young and otherwise healthy.

Insight: A skipped screening resulting in serious cancer can haunt a GP for life.

Idea: The Absence You Can’t Ignore. Using concealed tactics to reach doctors where they least expect it, we’ll urge acting early and protecting patients (and themselves) from the kind of absence that echoes long after the exam room is empty.