ooooohhh marketing, I love it. Since television is a visual medium the most effective way to stimulate a response is in the images and not necessarily the slogan.

One of the most successful PSA's in history is the "This is your brain on drugs" campaign...actually made Rachel Leigh Cook famous.

Concept: (Image of a normal face) "This is your face"

(Image of disfigured face after OC) "This is your face after Oral Cancer"

"Ask for an oral cancer screening on your next visit to the dentist."

I can provide before and after pictures if needed, I was a handsome guy before cancer and a trainwreck after.