Croatia Polyclinics turn bus stops into waiting rooms and billboards into health screening tools

Croatia Polyclinics, a leading healthcare provider, has taken on a challenge: addressing a silent pandemic of spine issues affecting nearly half the population. Despite the prevalence of spine problems, many Croatians are reluctant to seek professional help, leaving these issues undiagnosed and untreated. Recognising this widespread hesitation, Croatia Polyclinics set out to inspire action by blending health awareness with innovative technology.

Partnering with Bruketa&Zinic&Grey (part of the Grey group), Croatia Polyclinics transformed bus stops across Croatia into physiotherapist waiting rooms and reimagined digital billboards as posture screening tools.

Passers-by could stand in front of billboards equipped with computer vision technology that scanned their posture using eight key data points. The system analysed neck, spine and lower spine curvature, detecting potential issues and providing immediate feedback. Results were displayed visually and numerically, highlighting areas of concern. For those flagged with potential problems, the billboard offered a direct link to book an appointment with a physiotherapist, encouraging immediate action.

This approach turned passive advertising into active intervention, empowering individuals to take control of their health. By bringing healthcare into everyday spaces, Croatia Polyclinics and Grey made it easier for people to engage with their well-being, overcoming barriers of hesitation and lack of awareness.

The campaign reached 77.92% of Croatia’s population (Sainsbury formula) and achieved engagement rates 81.8% higher than industry averages (54.54% vs. 30%). Viewing time increased by 804.76%, with audiences spending an average of 16.9 seconds compared to the typical 2.1 seconds. Over 106,642 passers-by completed posture measurements, and 50,521 GDPR-compliant email addresses were collected. Most importantly, preventive specialist check-ups increased by 46%, demonstrating tangible progress in tackling the nation’s spine health crisis. Remarkably, 97% of participants instinctively corrected their posture during the measurement process, showing the immediate impact of the initiative.

This campaign exemplifies how advertising can deliver real-world impact. By leveraging cutting-edge technology and creative thinking, Croatia Polyclinics and Bruketa&Zinic&Grey not only raised awareness but inspired meaningful behavioural change.