Giant 'loo roll' billboard pops up for IBD awareness campaign

A giant ‘loo roll’ billboard has popped up in Glasgow to raise awareness of inflammatory bowel diseases.

To mark World IBD Day on Sunday May 19, the Catherine McEwan Foundation has launched a campaign designed to highlight the isolation that comes with living with bowel conditions.

The billboard, which was unveiled on Thursday in Glasgow, features the world’s first QR code made from empty toilet rolls – more specifically, 100 of them that together form a giant ‘portal’.

On scanning, the QR code comes to life with a straight-talking film about how “sh*t” it is living with IBD.

The film features Scottish football legend, Alex McLeish OBE, and musician Rick Parfitt Jr, as well as a number of ‘real’ people living with IBD from across Scotland.

The charity said people affected by IBD live with a constant anxiety about suddenly needing a toilet and having very little time to find one; and this can often drive them to stay indoors.

This often forces them into further isolation and can have a serious impact on their physical and mental health.

Rick Parfitt Jr and Alex McLeish OBE have backed the campaign

Derek McEwan, founder of the Catherine McEwan Foundation, said, “This campaign is designed to raise much needed awareness around two extremely invisible and uncomfortable conditions, Crohn’s and Colitis. One in 100 people suffer from IBD. That’s more than 500,000 people in the UK, which is staggering.

“Hiding our film stars behind the QR code and indoors, is a metaphor for how it can feel living with IBD. They are isolated from leading normal lives. From society. This campaign is about recognising their struggles and ensuring them that we see them. They’re not alone.”

He added, “Raising awareness of Crohn’s and Colitis is crucial to ensure people across the UK get diagnosed as early as possible, so they can get the right care and treatment and remain socially integrated.”

The clever campaign was created by the leading Scottish agency MadeBrave and comes with a Glasgow-twist; after 24-hours of being in place, the billboard was defaced, Banksy-style, by Scottish artist Conzo Throb with the words ‘What’s all this sh*t about?” – a further signpost to just how challenging life is living with IBD.

People living in Glasgow can view the billboard this weekend on New City Road in Cowcaddens.

For further information about the Catherine McEwan Foundation and campaign, head to: https://catherinemcewanfoundation.com