Discovery Health I'm Pregnant And...

Appealing to audiences with a difficult subject matter is tricky. Impossible’s campaign delivers healthy ratings.

Emerging network Discovery Health engaged Impossible for a campaign that would appeal to audiences despite heart-wrenching subjects like drug addiction, eating disorders and poverty.

Impossible ACD Brian Eloe scripted a creative solution centered on a fictional expectant mother character, providing a single, accessible and emotional perspective to the viewer.

Assuming director responsibilities, Impossible president Joel Pilger helmed a renegade live-action shoot to provide the critical human ingredient without breaking the budget.

The promos drove better-than-expected ratings, commencing an extremely positive relationship with Discovery Health.