The main challenge for the briefing was to talk publicly about a taboo, a hemorrhoid medication.

We made the product information friendlier and less serious by illustrating the package insert for the drug on rolls of toilet paper.

We turned toilet paper into media.

The rolls were distributed in restrooms at strategic locations: restaurants that serve spicy foods, sports centers and doctors’ offices.

We managed to reach people at the most appropriate time and place.

By being discreet we could speak freely about a subject that is a major taboo.

The results? Well, in practice, we developed quite an efficient campaign model. Each roll of toilet paper is 30 meters long. Each person uses, on average, one meter of toilet paper. Therefore, each roll impacts 30 people. It’s a simple long-term direct activation.

And all for the price of toilet paper.