Healthcare creatives get to tackle the things that people are embarrassed to talk about.
So do comedians.
So Ogilvy CommonHealth has created a humorous character to discuss constipation, playing on the two meanings of “stool”, for Aspen Pharmacare’s Coloxyl.
Creative director, Toby Pickford, noted, “Not many great ideas survive a research group, but luckily this did.” The category abounds with toilet humour, he added, which for actual sufferers can be offensive and embarrassing. Sufferers also find it hard to identify with overly serious approaches. Stefan was developed to triumph over both challenges to explain the problem in a friendly and informative way and offer easy solutions.
The campaign, which includes radio, online content, digital ads and POS materials, aims to appeal to a younger audience that may not be aware of Coloxyl or how it works. Stefan will continue to feature in future executions.
“It’s a stunningly simple, yet very powerful idea because it tells it like it is. It normalises the problem and offers sufferers a solution without embarrassing or patronising them. Nobody has spoken about constipation in this way and it takes a great agency client relationship to make that happen,” Pickford stated.
Tim Small, brand manager at Aspen, noted, “With constipation being a condition that is not generally spoken about, we wanted to develop a campaign that would engage with consumers without making them feel uncomfortable. We are very excited to introduce Stefan the stool expert to Australia, to help us build awareness of Coloxyl and the benefits of soft, comfortable stools.”
Agency: Ogilvy CommonHealth
Creative Director: Toby Pickford
Senior Writer: Helene Mann
Senior Art Director: Michael Zivkovic
Director – Brand Communications: David Bailey
Production: Ogilvy X
Director: Peter Bloomfield
Producer: Renee Nadin
Ogilvy CommonHealth is part of WPP AUNZ, Australasia’s leading marketing communications group.