Croatia Poliklinika, Go2Digital, the agency Bruketa&Žinić&Grey, and the agency Millenium Promotion have won the Red Dot in the Advertising/Out of Home & Ambient category for a campaign that addressed the silent pandemic of spinal health issues – ‘Stand Up‘. This award is recognized as the most sought-after international quality design mark, with winners selected by a jury of 43 experts from over 20 countries worldwide.
Due to a sedentary lifestyle and extensive use of mobile devices, Croatia faces a silent pandemic. Almost half of the population potentially faces spinal health issues, often without being aware of it. Croatia Poliklinika, owned by Croatia osiguranje, the leading domestic insurer operating within the Adris group, decided to confront this problem. In collaboration with Go2Digital, the agency Bruketa&Žinić&Grey, and Millenium Promotion, they utilized technological innovation as the main tool for disease prevention.
How does it work? Passersby simply stand in front of a citylight equipped with computer vision and software that scans their posture. By analyzing the curvature of the neck, middle, and lower spine through eight key points, the system detects potential issues and immediately provides feedback. The results are displayed visually and numerically, with clearly highlighted risk areas. For those with detected irregularities, the citylight immediately offers the option to schedule an appointment with a physiotherapist, encouraging prompt action.
– We are extremely happy and proud of this award, as it confirms how important it is to invest in projects that care for people’s health. Our desire was to remind everyone how easy it is to neglect one’s body in the hustle and bustle of everyday life, but also how simple it is to take a small step towards change. We are pleased that we managed to combine technology and empathy, and also show that innovations can serve better health and a higher quality of life – stated Maja Tucaković, Marketing Director of Croatia Poliklinika.
