First to Know, Finalist for Funny 

Our “Doin’ It” and “Quickie” campaigns for First To Know got more than just laughs and clicks, they earned us a finalist spot for Best Use of Humor at the 2025 Content Marketing Awards.

The syphilis epidemic in the United States is no joke. And while the public health crisis is serious, that doesn’t mean the advertising around testing for syphilis has to be sterile. 

That belief just earned Kadiko a finalist spot for Best Use of Humor at the 2025 Content Marketing Awards. The honored work? Our national awareness campaign for the First To Know Syphilis Test, the first and only in-home syphilis test to deliver results in just 15 minutes. 

Our creative team was given the freedom to really go there with this campaign. Rather than playing it safe with messaging that mirrored public service announcements, our team leaned into innuendo.  

We crafted two distinct campaign concepts, called “Doin’ It” and “Quickie,” to break down stigma and encourage testing through humor that resonates with the brand’s audience. 

These provocative lines didn’t just push boundaries—they pulled people in. Every ad was written to speak directly, yet respectfully, to the intended audience. The goal was to make testing feel less intimidating and more accessible.

By bringing humor into a deeply stigmatized space, our campaign with First To Know proved that smart innuendo can do more than entertain—it can drive awareness and open doors to improve public health.