Brief
Raise awareness of Colitis and Crohn’s Disease, and how the Catherine McEwan Foundation supports people living with the conditions. All with one billboard’s worth of budget.
Insight
People with Crohn’s and Colitis often avoid going out because their condition can flare up at any time.
Idea
What’s this shit all about?
The Billboard
We thought an outdoor ad would be a cool way to share the experiences of people currently stuck in the terlit. So, for Inflammatory Bowel Disease Day, we created the world’s first billboard that used toilet roll tubes to create a QR code. We got around ASA rules by having a local graffiti artist tag the headline on surreptitiously (proving once and for all that swearing can be both big and clever).
The Film
The QR code linked out to a video of people with Crohn’s and Colitis using the headline as a jumping off point to talk about their experiences living with their condition and how the Catherine McEwan Foundation has supported them.
Results
Obviously, the organic reach of a billboard in Glasgow wasn’t the real goal here – this shit was all about PR. And the media response was MASSIVE:
13 media outlets covered the story, including The Drum, Campaign, STV, and The Times.
Over 250k people saw or read the media coverage.
Traffic to the Catherine McEwan’s website increased by 532%.