Medical advertisements are a great way to make people aware of various health problems, and help push them to see a doctor for a routine check. At the end of January, we witnessed the premiere of a controversial advertisement — a TV spot broadcasted live from inside the human body introducing a live colonoscopy — that aimed to inform people about the importance of this procedure.
Canada’s No. 1 bathroom tissue, , worked on similar project that brings out a peculiar, yet very common problem people encounter on a daily basis: Paruresis, often referred to as shy bladder syndrome. And fights it with an interesting solution: “Play this live stream to cover your stream.”
This “pee phobia” is a condition which means those affected can’t go to the bathroom when they need to, mainly because of the presence of other people near the bathroom, or when someone can hear them in the public restroom. Although it sounds like it is no serious disorder, a ‘bashful bladder’ is a real frustrating problem which affects about 2 million Canadians. This problem can cause troubles to a person’s mental state not only because of the embarrassment felt during the process, but also because ‘holding it in’ when one needs to go can actually damage the kidneys.
The tissue products brand joined forces with a creative collaborative John St., based in Toronto and Montreal, and launched a 75-second video to show the severity of this problem, since no one can better describe what it’s like to live with a shy bladder than people who really suffer from it. The short film captures statements of those who feel obstructed and cannot enjoy a regular (office) life due to this unpleasant matter: “I once waited 8 hours,” says a woman who is forced to deal with this phobia; or “I wait in silence until I’m solo,” adds another one. Why?
The main cause that fuels this problem is really quiet bathrooms. To make things easier for people who are struggling with a shy bladder, the Toronto-based agency along with the bathroom tissue company took initiative and installed devices that connect to the Wi-Fi in the restrooms. These systems are able to stream a playlist that can be accessed via NowStreaming.ca in order to cover the sound of a stream when someone uses the toilet, inspiring people to “boldly go where [they] couldn’t go before.”