Jack Arts

Catherine McEwan Foundation x MadeBrave: World IBD Day

Over half a million people in the UK live with Inflammatory Bowel Disease (IBD), a chronic condition that often leaves sufferers in a state of constant anxiety over needing access to a toilet, which in turn often keeps them at home and socially isolated. The Catherine McEwan Foundation is dedicated to providing much-needed support to those affected by IBD and has made a huge impact since its foundation, funding crucial research to advance understanding and improving treatments for Crohn’s, ulcerative colitis and other IBD conditions.

Coinciding with World IBD Day, JACK ARTS Scotland teamed up with the Foundation and creative agency MadeBrave in Glasgow to ‘roll out something completely unexpected’… a giant working QR code made of toilet rolls.

With an additional splash of homegrown humour from street artist Conzo Throb, the billboard cleverly employs out-of-home as ‘a portal to people stuck in-their-homes.’ When scanned, the QR code reveals a powerful film exploring the uncomfortable and isolating realities of living with IBD, with contributions from former Rangers manager Alex McLeish MBE and musician Rick Parfitt Jr. As well as gaining huge traction across social media, the Foundation’s innovative campaign was featured in The Drum, STV, and Famous Campaigns.