Live a Life of Less Excuses

Brief: Create an OOH campaign that encourages sufferers of Irritable Bowel Syndrome (IBS) to live life with fewer interruptions.
Insight: Because IBS can strike at any time, IBS sufferers often need to cancel their plans and wind up missing out.
Idea: IBS sufferers are embarrassed about their illness. So instead, they'll make up excuses when IBS strikes.