The ambition
Because a Urinary Tract Infection isn’t seen, it can be difficult to visualise and explain, without resorting to scientific diagrams and cold, clinical explanations. To engage and educate the audience and normalise UTIs, we sought to personify the condition; quickly and simply explaining in human terms the threats, the fears but also the ability to overcome this potentially life threatening infection.
The ideas
We interviewed people who have developed UTIs asking them what living with the threat of infection felt like. The answers were bold, sometimes shocking, and symbolic. We found that often people used metaphors to describe the personal fear of having or living with the threat of a UTI. This gave us our creative starting point where we could interpret and visualise these answers and give the end users the means and tools to destroy their own personal threat. This ‘liberation’ from fear represents the same way Hollister’s products allow people to overcome the dangers of UTIs.
A campaign line of ‘Join the RevolUTIon’ was developed – a provocative call to arms to signify a movement led by Hollister and the leading-edge nature of their product designs.
The end result is an arresting campaign intentionally very different for the sector and one that others can identify with, avoid feeling isolation or a sense of suffering in silence.