What will people die from?

It may not be what we think.

Spotted on a billboard on eastbound I-94, somewhere between exits 12 and 19 in southwestern Michigan:

It’s for the Get Dad To The Doc campaign. (Um, can’t women be stubborn about this too? Sure made me reflect on health care behavior about things I’ve ignored.) Here’s the Ad Council press release about the campaign.

Now try filling in the blanks for your issue:

“This year thousands of        WHO        will die from         WHAT       ?”

Truly think about the WHAT. When thinking about the behavior, try asking WHY three or more times to get to the real and perhaps surprising reason.  This is called going upstream.



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