How we created a sh*t campaign to highlight the loneliness of millions
Over 500,000 people in the UK are living with Inflammatory Bowel Disease (IBD), a chronic condition that causes abdominal pain, diarrhoea, and fatigue. People living with IBD suffer from constant anxiety, keeping them indoors and forcing them into isolation.
The Catherine McEwan Foundation exists to support those with the condition. They approached us to help them shine a light on the daily struggles of living with IBD.
So, we knew we couldn’t do the same old sh*t. We needed to cut through the noise and roll out something completely unexpected.
Strategy & Insight
From our extensive experience in healthcare, we knew the world of bowel and metabolic health well. However, to specifically understand the field of IBD, we spoke to people with IBD and their families directly.
What we found was a condition far more serious and insidious than most realise. Whereas ‘IBS’ affects most people and is very disruptive, conditions like Crohn’s and Colitis are often utterly debilitating.
Above all what we learned was the biggest emotional hurdle those living with IBD face. Not merely the inconvenience of the disease, but the loneliness and isolation you experience every day.
It’s missed parties. Missed holidays. Cancelling plans at the last minute. It’s about having to plan your entire life around where the toilets are.
This insight shaped a campaign strategy rooted in connection. To not only educate on the true extent of living with IBD, but specifically highlight the loneliness millions feel every day.
The Idea
The idea centred around getting IBD out in the open—quite literally. Breaking down the walls of the room with no view, and giving a window into the often sh*t world those living with IBD and their families experience.
‘Shoot the sh*t’ became a platform for an integrated national campaign, run on a shoestring.
Yes, it was sweary and at times crude. But we knew a campaign rooted in humour, surprise and above all authenticity would drive the earned PR and talkability we needed to get the attention we couldn’t afford to buy.
Teaser Campaign
To spark conversation and build intrigue, we strategically placed toilet rolls in prominent yet discreet outdoor locations leading up to the campaign launch on World IBD Day.
These rolls, situated in popular spots, signified the absence of those confined indoors due to IBD, highlighting the unseen struggles of millions.
These began to work their magic on social, with teasers running across platforms all hinting at something playful and interesting to come.
Hero Out-of-Home & Film
In time for World IBD Day, and at the core of the campaign we created a special-build billboard with the world’s first QR code made entirely from real toilet rolls.
This massive QR code led to a powerful short film showing what it’s really like to live with the uncomfortable and isolating realities of IBD. In other words, we used Out-of-Home as a portal to people stuck In-Their-Homes.
In no time at all on its own, the QR began to gain traction online. Then, we arranged for it to be graffitied by renowned street artist Conzo Throb, to give a single and simple headline message the impression of being a genuine question – ‘What’s this sh*t all about?’
PR Coverage
To support the OOH, we launched a social media and PR campaign, ensuring the message reached far and wide. The campaign also featured some familiar faces, including Hollywood star Simon Pegg, football legend Alex McLeish OBE and musician Rick Parfitt Jr, alongside real people sharing their own personal stories, whose raw honesty brought a human element to the campaign.
The Results
300K
Reach on social
17
Pieces of coverage
38M
Potential media reach
Working with the MadeBrave team was a fantastic experience. Their creativity and dedication brought our vision to life, and the campaign’s success speaks volumes. They crafted a powerful message that resonated deeply with our community and beyond. We couldn’t be happier with the outcome and the awareness it raised for IBD.
