Eduardo Tavares
VP Creative Director, Craft & Design at Area 23
New York, United States
TitleToilet Books
Agency
Campaign Toilet Books
Advertiser Synergy Pharmaceuticals Inc.
Brand Synergy Pharmaceuticals
PostedNovember 2019
Business Sector Health & Pharmaceutical Products
Philosophy Chronic Idiopathic Constipation (CIC) isn’t like regular constipation. It’s an extremely debilitating condition that causes difficult, infrequent, or incomplete bowel movements in as many as 35 million Americans.
A 2018 study showed that people with CIC can spend up to 10 hours per week trying to use the bathroom, with significant impact to daily work and social activities. Yet, gastroenterologists and primary care physicians are likely to write off the condition and tell them to drink more water or use over-the-counter laxatives.

Synergy wanted to show the real impact CIC has on quality of life in order to increase sympathy towards these patients and encourage reconsideration of the use of Rx drugs for this at times incapacitating disorder.

People with Chronic Idiopathic Constipation (CIC) can spend up to 10 hours a week trying to use the toilet. That’s enough time to read a 300-page book. So, we printed entire classic novels on toilet paper rolls to help doctors realize that patients with CIC are spending way too much time in the bathroom, while experiencing a great impact to their quality of life.

We selected 6 classic novels that are currently in the public domain and printed each in its entirety on regular 180-foot toilet paper rolls, turning them into a new media.

The “Toilet Books” were sent as an invitation to an advisory board meeting held by Synergy, where the company would discuss the real impact of CIC and alternative treatment options.

We went after a unique craft: merge the universes of classic novels and CIC. Each “Toilet Book” cover was inspired by its novel’s original artwork, slightly modified to introduce the patient insight in a seamless way.

Colors were kept strictly to black and white in order to stay true to the original printing style of the 19th/early 20th centuries when those classics were first printed. Formatting was also kept true to their respective original version.
Media Type Corporate Communication
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