ABOUT

In the United Kingdom, the primary healthcare professional and first point of contact for any patient is the General Practitioner, universally known as a GP.

We needed to address a rising public health emergency: the fact that 3 in 5 people now use AI to self-diagnose and 1 in 3 consult platforms like ChatGPT before a doctor.

Within 7 days of the launch of ChatGPT's first major out-of-home campaign, we hijacked the hype to redirect the public toward evidence-based medicine. Using mobile billboards, we subverted the "GP" in their acronym to deliver a vital, life-saving directive: For health advice you can trust, always chat to your GP