Admedia and Zenith produce washroom drive for Colpermin

Admedia, the washroom poster contractor, is targeting women with a campaign for Colpermin, an irritable bowel treatment manufactured by Pharmacia.

Admedia, the washroom poster contractor, is targeting women with a

campaign for Colpermin, an irritable bowel treatment manufactured by

Pharmacia.



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

brief successfully.’