Client: BBC
Date: Feb 2022
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BBC Creative, the broadcaster’s in-house team, has assembled an eye-catching out-of-home (OOH) billboard made of 300 working pagers to celebrate the arrival of its new show, This Is Going to Hurt.

Located at Westfield, London, the build is fitted with LED lights and speakers that look to recreate the buzzing noise of doctors’ pagers. Messages reading ‘Labor ward’ and ‘Gynae’ are occasionally displayed, as well as lines such as ‘Miss stag do’ and ‘Sleep in car‘, further hinting at plot themes and aiming to tug on viewers‘ heartstrings.

The emotional TV series follows the hectic professional life of junior doctor Adam Kay as he works 97-hour-long weeks, with the storyline largely based on the true experiences of real-life NHS worker Adam Kay, which were documented in his 2017 memoir.

Londoners will get the chance to feast their eyes on the ad right up until February 27, while the medical drama can be streamed now on BBC iPlayer.