Croatia Polyclinics Converts Bus Stops Into Doctor’s Waiting Rooms and Digital Billboards Into Screening Tools

In Croatia, nearly half the population unknowingly faces potential spine issues. Reluctance to seek professional help has led to what is commonly known as a silent pandemic, hurting the nation’s collective spine with alarming numbers. But now, Croatia Polyclinic’s made sure the innovation steps in where the hesitation prevails.

Blending health awareness and technology, bus stops across Croatia have been transformed into the physiotherapist’s waiting rooms, while digital billboards became screening tools. This unique initiative doesn’t just advertise - it actively helps people take control of their health.

This is how it works: passers-by simply stand in front of the billboard with computer vison which scans their posture. By analysing neck, mid-back, and lower spine curvature through eight key points, the system detects potential issues and provides immediate feedback. The findings are displayed visually and numerically, highlighting areas of concern. For those flagged with potential problems, the billboard offers a direct link to book an appointment with a physiotherapist, prompting an immediate action.

The impact has been extraordinary. The campaign reached 77.92% of Croatia’s population (Sainsbury formula). It achieved 81.8% higher ad engagement than average (54.54% vs. the industry average of 30%) and an astonishingly 804.76% higher viewing time, with people watching for an average of 16.9 seconds compared to the usual 2.1 seconds. A total of 106,642 passers-by completed a posture measurement, and 50,521 GDPR-compliant email addresses were collected. This engagement translated into tangible results, with a 46% increase in specialist check-ups. While 97% of participants instinctively corrected their posture during the measurement, the campaign’s mission goes beyond momentary awareness, striving to inspire a lasting behavioural change.ior

With this campaign, Croatia isn’t just tackling a health crisis - it’s redefining the role of advertising in modern society. People used to watch ads, but now, ads watch people too.
It will continue until Croatia sees improvement in its European Health Examination Survey results.

The message is clear: Your posture is your future.