“Your posture is your future” campaign caught the attention of the BBC and other global media outlets

The project by Croatia Polyclinic titled “Your posture is your future” recently garnered international attention when it appeared on BBC News. This innovative campaign, combining advanced technology with a creative approach, is focused on preventing spinal problems. Its presentation on global platforms demonstrates its relevance beyond local borders.

A sedentary lifestyle and the increasing use of mobile devices have led to alarming statistics – almost half of the population potentially faces spinal health issues without being aware of it. Croatia Polyclinic decided to tackle this problem. In collaboration with Go2Digital, the agencies Bruketa&Žinić&Grey and Millenium promocija, they used technological innovation as the primary tool for disease prevention.

This is how it works: passers-by simply stand in front of the billboard with computer vison which scans their posture. By analysing neck, mid-back, and lower spine curvature through eight key points, the system detects potential issues and provides immediate feedback. The findings are displayed visually and numerically, highlighting areas of concern. For those flagged with potential problems, the billboard offers a direct link to book an appointment with a physiatrist, prompting an immediate action.

The impact has been extraordinary. A total of 106,642 passers-by completed a posture measurement, and 50,521 GDPR-compliant email addresses were collected. This engagement translated into tangible results, with a 46% increase in specialist check-ups. The campaign reached 77.92% of Croatia’s population (Sainsbury formula). It achieved 81.8% higher ad engagement than average (54.54% vs. the industry average of 30%) and an astonishingly 804.76% higher viewing time, with people watching for an average of 16.9 seconds compared to the usual 2.1 seconds.

This fusion of technology, creativity, and social responsibility was the topic of a BBC News conversation between Imran Rahman-Jones and Davor Bruketa, Creative Director and Co-founder of Bruketa&Žinić&Grey. Bruketa emphasized that the campaign aims to improve Croatia’s results in the European Health Survey in the long term and to redefine how we perceive advertising:
“People used to watch ads. Now ads watch people too”. Bruketa also pointed out: “Croatia has Go2Digital, one of the most advanced DOOH networks in Europe, equipped with powerful processors and computer vision, and that opens up new opportunities for innovative communication with target audiences”.

“This campaign wouldn’t have been possible without smart, interactive technology and the unique experience provided by digital out-of-home screens. With each campaign, we push the boundaries of creativity,” said Dean Udatny, Marketing Director at Go2Digital.

“As a socially responsible organization, we are aware that prevention plays a key role in maintaining health. Our goal was to raise awareness about spinal issues, but also to offer a solution that is simple and accessible to everyone. The ‘Straighten Up’ project is an example of how the synergy of creativity, technology, and professional expertise can deliver real results. We are proud that our work has been recognized beyond Croatia’s borders, as this confirms the importance of this initiative,” said Maja Tucaković, Marketing Director at Croatia Polyclinic.

In addition to the BBC, the campaign was also covered by: LBB (UK), Ads of the World (USA), Best Ads on TV (Australia), The Stable (Australia), Youmark (Italy), The Inspiration (Denmark), Nowymarketing (Poland), Proto (Poland), Outdoor (Romania), and many other media outlets.