VIEW
PROJECT

Hollister Healthcare

Taboo, misunderstood, unmentioned. A Urinary Tract Infection is an invisible barrier to living a normal life. We worked with Hollister to create a campaign highlighting how their medical products help people overcome this potentially life-threatening condition.

We partnered on

  • Film
  • Interviews
  • Photography
  • Strategy
  • Digital design
  • Social media
  • Copywriting
  • Storyboarding
  • Campaign creation
  • Campaign planning

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.

“When someone tells you having a UTI is like being trapped in a horror movie they can’t get out of, you sit up and listen. The vivid testimonies caught our attention and allowed us to develop a hard hitting and distinctive campaign”

Lisa Richards
Head of Strategy

We interviewed people who have developed UTIs asking them what living with the threat of infection felt like. The answers were bold, shocking, and symbolic. We found that often people used metaphors to describe the fear of having or living with the threat of a UTI – a horror movie or trapped. We gave the end users the means and tools to destroy their own personal threat, just as Hollister’s products do.

“Having a UTI is a constant dark cloud that follows me around. Something I always need to think about, worry about”

Jonny
Hollister end user

Destruction and liberation from fear was a key theme in the campaign. This was carried through into graphics and the line “Leading the RevolUTIon”, complete with a smashed UTI typographic mark.

“From smashing TV screens to breaking down barbed wire fences, this campaign shows how an emotive, creative idea can surprise and bring to life the most functional, but potentially life saving product.”

Matt Shelley
Creative Director