Relief Prayers

The Challenge:
In-clinic waiting area, at a Gastroenterologist Clinic, is a crowded space – with multiple pieces of communication from multiple brands and organizations speaking on multiple gastro disorders jostling for attention. How does the Unassuming Poster, speaking on the subject of fast constipation relief, stand out – how do we speak the patient’s language in a manner that’s not informative, but engaging and empathetic, resonant and reflective?

The Objective:
To connect with in-clinic patient population at our Gastroenterologist Clinics in Mumbai, and to persuade them to go in for
personalised plans, for fast relief.

The Space:
Gastroenterologist Clinics.

The Observation:
For a chronic constipation patient, the average time spent in the toilet may be as long as 30 minutes – almost every second filled with intense pain, strain, cramps, stress, frustration, unbearable waiting. And desperate pleas for fast relief.

The Idea / Execution:
We created the Relief Prayer Series, using Ai and intensive system work. Each visual component, each expression, each emotion was carefully crafted, to evoke what each moment of those 30 minutes in the toilet feels like, for a chronic constipation patient.

The Outcome:
In 3 clinics in Suburban Mumbai, the Relief Prayers / Posters connected and conversed with thousands of patients, who initiated conversations with their Gastroenterologists about the role that personalised plans could play in attaining fast constipation relief.