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Outdoor
Asian Microbiome Library (AMILI): Poop Saves Lives Train OOH
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Asian Microbiome Library (AMILI) needs to get people in Singapore to donate their poop—and potentially save lives. Faecal microbiota transplantation is the process of collecting poop and using it to treat a whole range of diseases. This can include eczema, dementia, even HIV and cancer. But how do we talk about poop in super wholesome, ultra clean, and highly-regulated Singapore?
Introducing Poophemisms. We disguised “poop” in a whole load of euphemisms, breathed life into them with tongue-in-cheek stock imagery, and dumped them all over Singapore. Our Poophemisms went everywhere the average Singaporean went; at housing estates, train and bus stations, social media targeted ads, and of course, the one place that hundreds visit daily—toilets everywhere. So that we got everyone talking, laughing, sharing, and ultimately, donating their poop.
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