Scottish not-for-profit, The Catherine McEwan Foundation hasunveiled a “reimagined” festival toilet to mark World Inflammatory Bowel Disease (IBD) Day.
Devised by creative agency MadeBrave, the installation aims to highlight the realities of life for those living with IBD.
The activation is an immersive space that from the outside resembles a portable toilet. It features video messages from Scottish singer-songwriters, Callum Beattie and Robyn Red; Glaswegian DJ George Bowie and Britpoppers Starsailor.
Beattie said: “Do you know what sucks? There are people who want to be at the festival but they’re stuck inside yet again. Not because they didn’t want to be at the festival, but because of Crohn’s and Colitis — their body just says no.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
IBD affects more than one in 100 people in Scotland and is a set of chronic illnesses that includes Crohn’s disease and ulcerative colitis.
The charity was founded in 2003 by Derek McEwan in memory of his mother, Catherine.
“IBD is a battle for those who live with it, as their families,” he said.
“My mum lived with severe Crohn’s for most of her life. I grew up in waiting rooms. She never once complained, but I saw how hard it was. Even things that are meant to be fun, like going to a music festival, can become a source of stress. Many people with IBD just don’t go. The fear of flare-ups, access to toilets, the planning is exhausting.”
“We created this space to help people stop, think, and understand. For some, a festival loo is something to avoid. For others, it’s the reason they miss out entirely,” he added.
