The Croatia Polyclinic project “Straighten Up” recently garnered international attention when it appeared on BBC News. This innovative campaign – which merges cutting-edge technology with creative thinking – focuses on preventing spinal problems, and its presentation on global platforms shows its relevance well beyond local borders.
A sedentary lifestyle and the growing use of mobile devices have produced alarming statistics: almost half the population may face spine-health issues without even realising it. Determined to confront this challenge, Croatia Polyclinic teamed up with Go2Digital, the agency Bruketa&Žinić&Grey, and Millenium Promocija, leveraging technological innovation as the main tool for disease prevention.
How does it work? Passers-by simply stand in front of a city-light poster equipped with computer-vision software that scans their posture. By analysing the curvature of the neck, mid- and lower-spine through eight key points, the system detects potential problems and gives instant feedback. Results are displayed both visually and numerically, with risk areas clearly highlighted. Anyone whose posture shows irregularities can immediately book an appointment with a physiatrist directly from the city-light screen, prompting an instant response.
In total, 106,642 people had their posture measured; 50,521 GDPR-compliant email addresses were collected; and specialist examinations rose by 46 per cent. The campaign reached 77.92 per cent of Croatia’s population (Sainsbury formula), generated 81.8 per cent more ad interactions than average, and achieved an average dwell time 804.76 per cent longer – 16.9 seconds versus the usual 2.1 seconds.
This blend of technology, creativity, and social responsibility was the focus of a conversation between BBC News journalist Imran Rahman-Jones and Davor Bruketa, creative director and co-founder of Bruketa&Žinić&Grey. Bruketa noted that the campaign’s goal is to improve Croatia’s long-term results in the European Health Interview Survey and to redefine how we perceive advertising: “People used to watch ads; today, ads watch people.” He added, “Croatia has Go2Digital, one of the most advanced DOOH networks in Europe, equipped with powerful processors and computer vision – opening new possibilities for innovative communication with target groups.”
“This campaign wouldn’t be possible without smart, interactive technology and the unique experience delivered by digital outdoor screens; with each project we push the boundaries of creativity,” emphasised Dean Udatny, Marketing Director at Go2Digital.
“As a socially responsible organisation, we know that prevention is key to preserving health. Our aim was to raise public awareness of spinal issues while offering a simple, accessible solution. ‘Straighten Up’ is proof that the synergy of creativity, technology, and expertise can deliver tangible results. We’re proud that our work has been recognised beyond Croatia’s borders, confirming the importance of this initiative,” said Maja Tucaković, Marketing Director at Croatia Polyclinic.
Besides the BBC, the campaign has been covered by LBB (UK), Ads of the World (USA), Best Ads on TV (Australia), The Stable (Australia), Youmark (Italy), The Inspiration (Denmark), Nowymarketing (Poland), Proto (Poland), Outdoor (Romania), and many other media outlets.
