Problem: Often considered a taboo topic, poop is one of the most important (and visible) biomarkers of gut health. An output we all experience, this bit of biomass is literally data we flush away without a backwards glance. It’s also surprisingly complex—a watery mixture of bacteria (living and dead), cellular lining, fiber, fats, proteins, mucus, bile, and other compounds your body couldn’t digest. But our relationship with poop can be strained—61% of Americans suffer from digestive issues, including constipation, bloating, and irregularity, and some 50 million live with chronic constipation; yet the topic of poop is still shrouded in shame, secrecy, and taboo. The need for understanding and studying it has never felt more urgent.
Experiment: In order to destigmatize this critical aspect of our health, spark conversation, and dismantle taboo, we created a digital learning experience made to educate and shift perspective. Enter “Bathroom Classroom”—a 3-drip email series that transformed the bathroom from a mindless scroll-zone to an interactive classroom. Each new email drop (pun intended 💩) challenged viewers to read, learn, interact, and even squat through a digital interpretation of the toilet.
The incentive? Participants were given the chance to unlock a custom fabricated artifact for FREE: a Seed • Nuova SERIES 001 Defecation Postural Modification Device (DPMD), an artifact designed for angularly shedding trillions of microbes, aka pooping.
Role: Director of Storytelling + Experience
1.) Conceptualization of Campaign, 2.) Creative Direction, 3.) Research, 4.) Comms + PR Strategy, 5.) Copywriting
Social Content
Seed • Nuova SERIES 001 Defecation Postural Modification Device (DPMD)
Landing Page
Email Components + Content
