Admedia, the washroom poster contractor, is targeting women with a
campaign for Colpermin, an irritable bowel treatment manufactured by
The campaign has been planned by Zenith Media and bought by Meridian,
Zenith’s outdoor arm.
The drive involves A3 Eyesite posters, situated above hand dryers and on
the back of cubicle doors at service stations toilets across the UK.
The sites target 35- to 64-year-old women and aim to capture their
attention for 90 to 105 seconds.
Admedia claims as many as 19.74 million female impacts can be achieved
over a four-week period.
The creative displays the key words and symptoms associated with
irritable bowel syndrome in an attempt to remove the social stigma
associated with the illness.
The posters also carry the address www.colpermin.co. uk to encourage
sufferers to visit the brand’s website, where they will find help and
advice about the condition.
The campaign has been planned to appear in July and August, when
millions of women are travelling on family holidays and are likely to
stop at service stations.
Ashley Martin, head of sales at Admedia, said: ’By working closely with
Pharmacia, senior planner Julian Smith and outdoor planner Tim Sapsford
at Zenith, we were able to identify the brand’s needs and to fulfil the