If your campaign message contains the word ’urine’ then there is
only one medium to use - washroom posters. This, at least, was the
feeling at PETA, People for the Ethical Treatment of Animals, which is
launching a campaign to warn women that the menopause drug, Premarin,
contains horse urine.
The campaign, through Admedia, is running in 18 of the UK’s biggest
motorway service stations, where it can expect to be seen by 20 million
women a month, apparently.
’Ur Ine for a Surprise if You Take Premarin’, claim the posters, which
then go on to detail how the urine is collected - from impregnated mares
who are tied in small stalls with rubber sacks tied to their groins.
The method behind the media strategy is that within the privacy of a
washroom cubicle women are much more likely to read the whole poster and
take down the telephone number than they are if they were walking down
’Our ad may turn their heads but the cruelty will turn their stomachs,’
says PETA’s Toni Vernelli.
And, if he’s right, the women will find that they are in the right