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Toilet Books

Industry: Pharmaceutical
Media:Design & Branding
Style: Minimalism
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:


Describe the target audience and why your work is relevant to them.

Gastroenterologists and PCPs are likely to write off Chronic Idiopathic Constipation (CIC) and tell patients to drink more water or use OTC laxatives. Synergy wanted them to realize the impact CIC has on quality of life, so they could be more sympathetic and reconsider the use of Rx drugs.

Write a short summary about the collateral execution

People with Chronic Idiopathic Constipation (CIC) can spend up to 10 hours a week trying to use the toilet. That’s enough time to read a 300-page book. So, we printed entire classic novels on toilet paper rolls to help doctors realize that patients with CIC are spending way too much time in the bathroom, while experiencing a great impact to their quality of life. We selected 6 classic novels that are currently in the public domain and printed each in its entirety on regular 180-foot toilet paper rolls, turning them into a new media.

The “Toilet Books” were sent as an invitation to an Advisory Board meeting held by Synergy, where the company would discuss the real impact of CIC and alternative treatment options.

Cultural/Context information for the jury

Chronic Idiopathic Constipation (CIC) isn’t like regular constipation. It’s an extremely debilitating condition that causes difficult, infrequent, or incomplete bowel movements in as many as 35 million Americans. A 2018 study showed that people with CIC can spend up to 10 hours per week trying to use the bathroom, with significant impact to daily work and social activities. Yet, Gastroenterologists and Primary Care Physicians are likely to write off the condition and tell them to drink more water or use OTC laxatives. Synergy wanted to show the real impact CIC has on quality of life, in order to increase sympathy towards these patients and reconsider the use of Rx drugs for this at-times-incapacitating disorder.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Pharma
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