Making piles fun to talk about

Piles affects roughly one in two people in the UK. Almost nobody does anything about them, because the category had spent decades being cold, clinical and mortifying, and asking for help meant admitting you had a problem down there.

So we stopped being a medicine and started being funny. Everyday objects that look unmistakably like bums. No diagrams, no euphemisms, no pretending the subject is dignified.

People started talking about it, and then treating it. Made at The Gate London. It won a Gold Effie for effectiveness and was written up afterwards as a WARC case study. Role: CD.