An obsession with screens, hours spent sitting, and phones we can’t put down! This plague of the modern age has changed our habits, the way we spend our free time, and much more. Our muscles ache in ways we never thought possible, and poor posture is no longer just a problem for children—it affects adults as well.
Data shows that more and more people are developing back pain and spinal misalignment as a result of constant scrolling. At least not while interactive screens are here, which, while they can’t physically tap us on the back, can certainly remind us to straighten up—and they’re very effective at it.
In a brilliant interactive campaign by Croatia Polyclinic, “I Don’t Care Until I Notice,” created in collaboration with the Bruketa&Žinić&Grey agency, Go2Digital, and Millennium Promotions, random passersby in Zagreb, Split, Zadar, Rijeka, Pula, Osijek, Varaždin, and Koprivnica had the chance to check their posture. And unlike typical rewards, here, the “worst” ones were the winners! Depending on the assessment of the interactive Body Scan screens, they received discounts or free spinal check-ups at Croatia Polyclinic.
“Health problems caused by poor posture are numerous and can be quite uncomfortable, interfering with daily activities. That’s why prevention is so important, and the 50,000 evaluations conducted as part of this campaign are certainly a step toward better health,” emphasized Maja Tucaković, Marketing Director at Croatia Polyclinic.
“An idea that literally changes people’s stance won the award, and we’re proud to have inspired thousands of people to think about their posture and health,” said Roberta Kranjec, Project Director at Bruketa&Žinić&Grey.
The team at Millennium Promotions is equally proud of the campaign: “When you have the opportunity to work on a campaign that genuinely impacts how passersby stand, on an idea that changes not only posture but also confidence, it’s incredibly satisfying and rewarding. The SoMo award encourages us even more to hold our heads high and turn toward healthier habits,” said Ana Šimić, Media Director.
“This campaign wouldn’t have been possible without smart, interactive technology and the unique experience provided by digital outdoor screens. Each campaign pushes the boundaries of creativity,” highlighted Dean Udatny, Marketing Director at Go2Digital, and we remind you to look up and notice in time if your posture could use a little professional support.
