MEDIA CHOICE: Paul Phillips, the director of advertising and media services at the AAR, gets to the bottom of Anusol's latest outdoor campaign

"Walking past Charing Cross Station on Thursday, I just couldn't help but notice the enormous lamp-post sign showing leaves on a railway line with the supporting caption, "one pain in the bum you're lumbered with, and one you're not", a message from the "botty experts

Anusol. This approach neatly side-steps the potential embarrassment for people facing "botty problems

in an engaging, light-hearted and sympathetic way. Taking the message out of the expected small space/health page environment made it all the more eye-catching. Well done to all concerned (from the bottom of my heart to the ...)."

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