In Croatia, almost half the population unknowingly suffers from potential back problems, often reluctant to seek a check-up. To overcome this inertia and cultural hesitation, Croatia Polyclinics partnered with Grey Croatia on a breakthrough effort. Together, they transformed bus stops into doctors’ waiting rooms, utilizing digital billboards as screening tools. Passersby received immediate posture feedback and, if needed, a direct link to book a physiotherapist appointment. While 97% tried to correct their posture during measurement, the long-term goal is for the campaign to continue until Croatia's European Health Examination Survey results improve. 

Digital Health, Unexpected Places.  

Famous

The campaign generated significant cultural impact by confronting Croatia's digital lifestyle – marked by mobile overuse and sedentary habits – with an unexpected, tech-driven health intervention in public spaces. Here, the very digital technology often causing poor posture became the solution: AI-powered billboards scanned and analyzed spinal health in real time, offering instant feedback and direct links for physiotherapist check-ups. By transforming everyday advertising into an interactive healthcare experience, we seamlessly integrated problem and solution, triggering immediate engagement and driving measurable action.

Effective

• 106,642 Posture Measurements

• 46% Increase in Croatia Polyclinic check-ups

• 804.76% Higher Viewing Time (16.9s vs 2.1s avg)

• 81.8% Higher Engagement (vs. 30% industry avg)

• 77.92% Croatia Population Reached