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Alex McLeish shoots the shit in IBD charity spot

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By Amy Houston, Senior Reporter

May 17, 2024 | 3 min read

To mark World IBD Day on Sunday, a charity has released a sensitive film detailing how isolating the condition can be. There’s also a creative outdoor ad that uses toilet paper tubes in an unconventional way.

QR code made of loo roll

MadeBrave's ad for The Catherine McEwan Foundation / MadeBrave

In the UK alone, one in 100 people suffer from inflammatory bowel disease (IBD). That’s more than 500,000 people. A new campaign from creative agency MadeBrave for The Catherine McEwan Foundation is seeking to tackle the issue of isolation and social estrangement; feelings that are commonplace for those living with IBD.

The fear of suddenly needing to use the toilet can mean people affected by IBD live with constant anxiety and drive them to stay indoors, which can seriously impact their mental health. What makes this campaign great is the honest approach it takes, using the cold, hard facts to make viewers feel more at ease.

A straight-talking ad starring former Rangers manager Alex McLeish shows people living with the disease speaking openly about their struggles. To the camera, the football legend says: “Together, we can help people with inflammatory bowel disease live their lives to the fullest.”

To coincide with the short film, there is a unique out-of-home element in Glasgow that features the world’s first giant QR code generated from toilet paper tubes – specifically, 100 of them that together form a giant ‘portal.’

On scanning, the QR code comes to life with a straight-talking film about how “shit” it is living with IBD. What makes this particular aspect great is that it hides the people in the film behind a QR code, which is a metaphor for how it can feel living with IBD, isolated from society.

A loo roll qr code
Creative Creative Works OOH

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