ZAGREB, CROATIA – The campaign turns advertising into action, addressing a neglected silent pandemic of back issues with over 100,000 screenings and boosting a 46% increase in preventive check-ups.
In Croatia, nearly half the population unknowingly faces potential spine issues. Reluctance to seek professional help has led to what is commonly known as a silent pandemic, hurting the nation’s collective spine with alarming numbers. But now, Croatia Polyclinic’s made sure the innovation steps in where the hesitation prevails.
Blending health awareness and technology, bus stops across Croatia have been transformed into the physiotherapist’s waiting rooms, while digital billboards became screening tools. This unique initiative doesn’t just advertise – it actively helps people take control of their health.
This is how it works: passers-by simply stand in front of the billboard with computer vision which scans their posture. By analyzing neck, mid-back, and lower spine curvature through eight key points, the system detects potential issues and provides immediate feedback. The findings are displayed visually and numerically, highlighting areas of concern. For those flagged with potential problems, the billboard offers a direct link to book an appointment with a physiotherapist, prompting an immediate action.
The impact has been extraordinary. The campaign reached 77.92% of Croatia’s population (Sainsbury formula). It achieved 81.8% higher ad engagement than average (54.54% vs. the industry average of 30%) and an astonishingly 804.76% higher viewing time, with people watching for an average of 16.9 seconds compared to the usual 2.1 seconds. A total of 106,642 passers-by completed a posture measurement, and 50,521 GDPR-compliant email addresses were collected. This engagement translated into tangible results, with a 46% increase in specialist check-ups. While 97% of participants instinctively corrected their posture during the measurement, the campaign’s mission goes beyond momentary awareness, striving to inspire a lasting behavioral change.
With this campaign, Croatia isn’t just tackling a health crisis – it’s redefining the role of advertising in modern society. People used to watch ads, but now, ads watch people too.
It will continue until Croatia sees improvement in its European Health Examination Survey results.
CREDITS
Client: Croatia Polyclinics
Marketing director: Maja Tucaković
Digital marketing specialist: Marta Družijanić
Bruketa&Zinic&Grey
Creative Director: Davor Bruketa
Account Director: Roberta Kranjec
Account Manager: Karla JuriÄŤ
Art Director: Ivana Momčilović
Head of Video & Digital production: Anja PeÄŤovnik
Head of Social Media: Tatjana Komljenović
Creative Director: Vanja Činić
Video Editor and Animator: Tvrtko Karačić
Senior Motion Designer: Iva Marenić
Director of Photography: Sandro Sklepić
Video Director: Hani Domazet
Video Editor: Dora Slakoper
Millenium promocija
Senior Public Relations Consultant: RuĹľica Herceg
CEO: Vladimir Preselj
Media Director: Ana Šimić
Head of planning: Daria Pernjek Majdak
Go2Digital
Head of Marketing: Dean Udatny
Developer: Hrvoje Bandov
Unordinary’s / Asael & Co
Visual & Interaction Designer: David Asael
AKQA Brusseles
Chief Creative Officer: Peter Ampe
GREY LATAM
Global Creative Partner: Diego Medvedocky
GREY
Senior Creative Manager: Catrina Ramos
Global Craft Partner: Costanza Rossi
