Those who suffer from Irritable Bowel Syndrome (IBS) often need to cancel plans when it strikes. But they’ll never say it’s because of IBS. Instead, they’ll just make up an excuse. So that’s what we did too. Only we made ours with toilet paper.

Using a familiar symbol of IBS suffering – toilet paper – we dramatised the made-up excuses used by IBS sufferers to explain why they had to cancel plans. Public transport was used to deliver our message, as it’s the time when IBS sufferers are most anxious – ever fearful of an attack in a public place where each bathroom is a lottery of cleanliness.

Clio Health // Typography – Silver
Clio Health // Art Direction – Finalist // Print Runner Up
Epica Awards // Typography – Bronze
Epica Awards // Art Direction – In Book