British broadcaster the BBC installed a billboard in London comprised of more than 300 working pagers to illustrate the hectic lives of doctors.
The ad, located at shopping center Westfield London, promotes the BBC’s new TV show This Is Going to Hurt, which is based on a memoir of the same name by comedian, writer and former doctor Adam Kay. The series follows the harrowing, weird and funny experiences of Kay while working as a junior doctor in a hospital.
BBC Creative, the BBC’s in-house agency, built a billboard that would bring to life the chaos that Kay and other people in the medical profession face.
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