When you feel sick, do you chat to your GP or ChatGPT?
While almost half of people admit to asking AI for medical advice, a significant 44% portion also express doubts about these tools' reliability.
When AI meets public health — who do you trust?
Responding to ChatGPT’s campaign promoting AI as a universal answer, we strategically intervened to tackle trust head-on. We ‘hijacked’ OpenAI’s ads with a crucial caveat: for trusted health advice, you should always chat to your GP.
How reactive OOH redefines digital accountability
Our team deployed bold, contextually placed OOH messaging across city centers, creating a visual dialogue between AI ambition and human expertise. Each placement sparked conversation — and reflection — about the limits of automation in healthcare.
From misinformation to mindful media
The initiative underscores how reactive OOH advertising can play a critical role in real-time cultural conversations — not only promoting brands, but protecting public well-being.
Learn more and take action
Our whitepaper dives deeper into this issue and explores how the creative industry can help tackle health misinformation responsibly. Download the whitepaper and join the conversation on shaping a healthier, more informed media ecosystem.
FAQs about this campaign
What was the 'Chat to your GP' campaign about?
A reactive OOH campaign that responded to ChatGPT’s AI ads, reminding the public to seek trusted medical advice from their GP.
Why was this campaign created?
To address growing misinformation and misplaced trust in AI tools when it comes to health and well-being.
How did the campaign respond to ChatGPT’s ads?
By strategically placing outdoor ads next to ChatGPT’s own campaign visuals, adding the message: 'Chat to your GP, not ChatGPT.'
What was the core message?
To reinforce that while AI is helpful for learning, real medical guidance must come from licensed professionals — not chatbots.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
