A really interesting challenge here – particularly from a creative perspective. No prizes for guessing what The Haemorrhoid Centre specialise in.
The brief is all about confronting a sensitive issue, informing people that help is at hand and – most importantly – convincing them to take action. There's no point pussy-footing around when you're talking about something that could lead to the big 'C' so we didn't. The tactic was to get directly to the point.
To do this, illustration with a humorous edge disarmed the situation enabling the communication to be lead with provocative headlines.