“Find the word.” A simple game, yet Ogilvy Albania’s campaign for Hygeia Hospital’s state-of-the-art PET CT scan tackles a difficult subject with remarkable sensitivity. By directly, yet subtly, referencing challenging health concerns – the “bad” words often left unsaid – the campaign acknowledges the anxieties surrounding diagnosis. The PET CT scan becomes the crucial tool, the answer key in this “word search,” highlighting its precision and power in early detection. The campaign’s brilliance lies in its delicate balance: acknowledging the fear without dwelling on it, emphasizing the solution without minimizing the problem. The message is clear: Hygeia Hospital and its cutting-edge technology offer clarity, answers, and ultimately, hope. It’s not a game, but it’s a campaign that empowers individuals to take control of their health.