Croatia Polyclinic, Go2Digital, Bruketa&Žinić&Grey, and Millenium promocija have won a Red Dot in the Advertising / Out of Home & Ambient category for their campaign addressing the silent pandemic of spinal health problems – “Straighten Up.” The award is regarded as the most sought-after international seal of design quality, with winners selected by a jury of 43 experts from more than 20 countries worldwide.
Due to sedentary lifestyles and extensive mobile device use, Croatia faces a silent pandemic. Nearly half of the population potentially suffers from spinal health issues – often without realizing it. Croatia Polyclinic, owned by Croatia osiguranje, the leading domestic insurer operating under the Adris Group, decided to tackle this problem. In collaboration with Go2Digital, Bruketa&Žinić&Grey, and Millenium promocija, they used technological innovation as the main tool for disease prevention.
How does it work? Passersby simply stand in front of a citylight equipped with computer vision and software that scans their posture. By analyzing the curvature of the neck, mid, and lower spine through eight key points, the system detects potential problems and immediately provides feedback. Results are displayed both visually and numerically, with clearly marked risk areas. For those showing irregularities, the citylight instantly offers the option to schedule an appointment with a physiatrist, encouraging an immediate response.
“We are extremely happy and proud of this award, as it confirms how important it is to invest in projects that care for people’s health. Our goal was to remind everyone how easy it is to neglect our bodies in the rush of everyday life – but also how simple it can be to take a small step toward change. We are glad that we managed to combine technology and empathy, and show that innovation can serve better health and a higher quality of life,” said Maja Tucaković, Marketing Director of Croatia Polyclinic.
In total, 106,642 passersby underwent posture measurement, 50,521 email addresses were collected in compliance with GDPR, and the number of specialist examinations increased by 46%. The campaign reached 77.92% of Croatia’s population (Sainsbury formula). It recorded 81.8% more ad interactions than average, and the average viewing time was 804.76% longer – 16.9 seconds compared to the usual 2.1 seconds.
As many as 97% of participants instinctively straightened their posture during the measurement. However, the campaign’s ultimate goal is to improve the long-term results of the European Health Interview Survey for Croatia.
With this campaign, Croatia is not only addressing a public health issue – it is redefining the role of advertising in modern society. People once looked at ads; today, ads look at people.
The Red Dot Award ceremony took place in Berlin on November 7, 2025, and the recognition confirms that the project is not only socially beneficial but also internationally recognized for its creativity, innovation, and design excellence.
