Colorectal cancer is an insidious disease. To convince people to make an appointment for a preventive checkup, we used simple copy to tell a stark story. „Next week.“ was printed 52 times, one line for each week of the year. With each passing line, the period grows subtly larger – corresponding to the growth rate of an intestinal polyp. The motif is designed in the form of an exclamation mark to express the urgency of the message. The work appeared in high-reach consumer magazines and OOH placements. This project was developed by myself and my team at Serviceplan Munich.