An invitation appears on the screen at a bus stop: step closer, stand sideways and remain still for a moment. A camera tracks your body position, and a few moments later, you see an assessment of your own posture on the screen. Almost instinctively, you try to straighten up. That small reaction was the starting point of the Your Posture is Your Future campaign: the health message did not ask passers-by to imagine what might be happening to their spine, but allowed them to check their own posture.
The campaign for Croatia Poliklinika was developed by the agency Bruketa& (then: Bruketa&Žinić&Grey). Its task was to encourage preventive action at a time when many people only start thinking about spinal health after pain appears. In Croatia, 36.6% of men and 45.7% of women suffer from chronic back pain, while, according to the data cited in the project materials, up to 50% of the population faces some form of spinal problem. Prolonged sitting, the use of electronic devices and insufficient attention to ergonomics make this problem increasingly important.
Tilting the head forward while looking at a phone or working at a desk can disrupt the spine’s natural curvature. The consequences can include changes such as flattening of the cervical spine or kyphosis, as well as muscle pain, stiffness and reduced mobility. At the same time, at the beginning of 2024, Croatia had 5.31 million active mobile connections, equivalent to 132.9% of its population. For the team, this was another indication of how present devices are in the daily routines in which posture-related habits develop.
The Spine Under the Pressure of Everyday Life
Croatia Poliklinika, the largest private healthcare provider in Croatia, wanted to strengthen its role in prevention. However, awareness of the problem was not the only obstacle. In a system where citizens expect free basic healthcare, they often do not attach the same value to preventive services. A visit to the doctor usually follows the onset of pain, while the decision to undergo an examination without immediate symptoms is postponed.
The team initially considered dissatisfaction with public healthcare as a possible incentive to seek a private service. The data they used showed an average satisfaction rating of 2.7; only 13% of citizens rated public healthcare as very good, while 56% considered eliminating or shortening waiting lists the single most important healthcare issue. Yet this dissatisfaction did not necessarily lead to a decision. Months of waiting in the public system and private clinics whose services were difficult to distinguish could lead people to postpone making any choice.
This was where the strategy’s focus shifted. The campaign needed to address inertia, the pattern that leads people to postpone examinations even when they know they need to take care of their health. According to the estimate cited in the project materials, only 13 to 16% of the population participates in at least one public health screening programme each year. Another message about the importance of prevention would be unlikely to change such behaviour on its own. Passers-by needed to be able to take the first step immediately.
The Ad That Noticed What We Fail to Notice
The name Ispravite se, or Your Posture is Your Future, therefore also functioned as an instruction. Instead of an actor demonstrating proper posture or a general health message, the person standing in front of the screen became the focus of the ad. The digital citylight became a kind of mirror that provided feedback, with the spontaneous attempt to straighten the body forming part of the experience.
To make this possible, software was developed that used a camera, computer vision and AI-based prediction to analyse posture and immediately display the result. It used two technologies: one to track body position in real time, and another to separate the person from the background for a more precise analysis. Users first needed to approach the screen, stand sideways and remain still. Once they were positioned correctly, the system analysed the curvature of the spine at eight points and displayed a personalised result.
The result also led to a possible next step. People with poor posture were offered a free examination by a physiatrist, while those with good posture received a 20% discount on Croatia Poliklinika services. This meant that the check did not end with an interesting technological demonstration: users could immediately receive information and an opportunity to consult a specialist.
Developing this experience also raised practical questions. The system needed to respond quickly at busy locations, while the processing of biometric data had to comply with the GDPR. Throughout the process, the client and agency jointly tested and adapted the solution to make it easy to use and responsible towards users. Their long-standing collaboration and previous experience with digital out-of-home advertising helped bring the idea of an interactive health assessment to life.
Eight Cities, Two Phases and Data That Returned to Public Spaces
The interactive DOOH part of the campaign covered 22 digital advertising displays in Zagreb, Rijeka, Osijek, Zadar, Varaždin, Split, Koprivnica and Pula. The activation ran from 13 September to 7 October 2024, and again from 1 to 30 March 2025. In the second phase, citylights were installed at bus stops, where waiting time became an opportunity for a quick posture check.
The campaign then expanded to digital billboards displaying aggregate data and regional trends. Individual results served the person in front of the screen, while the combined findings provided a broader picture of the problem and content for the media and social networks. The project’s long-term intention was to repeat the campaign every year so that trends related to posture and spinal health could be monitored.
A total of 21 posts were published on Croatia Poliklinika’s Facebook and Instagram accounts between 3 and 30 March 2025, with 12 on Facebook and nine on Instagram. The campaign was also accompanied by media coverage: 36 articles on Croatian online news portals, four print features, four television interviews and six radio interviews. The project was also featured on BBC News.
What Happened in Front of the Screens
The digital citylights reached 744,045 individuals, or almost one fifth of Croatia’s population. A total of 106,642 passers-by completed the posture analysis, and 97% of them tried to straighten their posture during the assessment. This figure illustrates the campaign’s mechanism particularly clearly: the check triggered an immediate response to the very problem it addressed.
Engagement with the ad was 54.54%, compared with the stated industry average of 30%, which was 81.8% above average. Average viewing time was 16.9 seconds, compared with the stated average of 2.1 seconds; in the project results, this difference was expressed as an increase of 804.76%. A total of 50,521 email addresses were also collected, with the collection stated to be GDPR-compliant.
Social media reached 1,095,552 people, generating 3,889,442 impressions. Articles on online news portals reached more than two million real users, or 52% of Croatia’s population. Four print magazines reached 216,000 readers, four television interviews reached 269,000 viewers, and six radio interviews reached 353,000 listeners. Total reach across out-of-home advertising, social media and PR, calculated using the Sainsbury formula, amounted to 77.92% of Croatia’s population.
The business result was a 46% increase in the number of specialist examinations at Croatia Poliklinika. The campaign thus connected a free check in a public space with interest in a specialist healthcare service. Reach figures show how many people had the opportunity to see the campaign, but the number of completed analyses and passers-by’s reactions show what people did with that opportunity.
At BalCannes, Your Posture is Your Future won gold in the categories Health & Pharmacy, Best Digital Outdoor – DOOH and Best Creative Use of Technology. At IdejaX, it won gold in the categories Health and Pharmaceuticals, Best Digital Outdoor – DOOH, Best Experiential Advertising and Events and Best Creative Use of Technology. International competitions at which the project was recognised also include Cannes Lions, Clio, D&AD, ADC Awards, Saniss Awards, MIXX Europe, Red Dot, WOO Creative Awards and Cresta Awards.
The different award categories reflect the different functions of the same idea. The screen was an ad, a place for a personal check, a source of data and the beginning of a possible conversation with a doctor. Its simplest function remained the most important: it gave someone passing through the city a reason to pause, look at their own posture and decide what to do with the information they had received.
Project Team
Creative Director: Davor Bruketa
Project Director: Roberta Kranjec
Project Managers: Karla Jurič and Nikolina Radenić
Art Director: Ivana Momčilović
UI/UX Designer: David Asael
Head of Video Production: Anja Pečovnik
Head of the Social Media Team: Tatjana Komljenović
Video Editing and Animation: Tvrtko Karačić, Danijel Ožaković, Dora Slakoper and Iva Marenić
VFX: Marino Vuletić, Poster
Director: Hani Domazet
Director of Photography: Sandro Sklepić
PR: Davor Ćosić
Croatia Poliklinika
Marketing Director: Maja Tucaković
Digital Marketing Specialist: Marta Družijanić
Go2Digital
Project Manager: Dean Udatny
Developer: Hrvoje Bandov
Millenium promocija
Senior Public Relations Consultant: Ružica Herceg
CEO: Vladimir Preselj
Media Director: Ana Šimić
Head of Planning: Daria Pernjek Majdak
