Chronic Idiopathic Constipation (CIC) isn’t like regular constipation. It’s a far worse condition that affects as many as 35 million Americans. A 2018 study showed that, even after treatment, people with CIC still spend up to 10 hours per week trying to use the bathroom. Still, they try push through and move on with life, unbeknownst that alternative treatment options could provide better results.

Synergy Pharmaceuticals wanted to help patients realize they shouldn’t accept their situation as normal, and that they should discuss their persistent condition with their doctor.

As a part of their pilot program for the future launch of a new CIC treatment, Synergy chose to target a selected number of patients in one city—and wanted to do so with a fairly limited budget.

Ten hours—the amount of time people with CIC can stay trapped in the toilet every week—is about the same amount of time it takes for an average person to read a 300-page book. We saw an opportunity to help these people realize the impact of their condition in a light-hearted way, that borrows from a common tactic for passing time in the bathroom—reading.

We printed entire classic novels on toilet paper rolls to help patients realize that, even after treatment, they’re still spending way too much time in the bathroom.

Because patients don’t really get to use toilet paper for what it is, we turned them into books with entire classic novels that are currently in the public domain: “20,000 Leagues Under The Sea”, “Hamlet”, “Alice in Wonderland”, “Moby Dick”, “The Invisible Man” and “Sherlock Holmes – Case of Identity”.

First, we worked with print technicians to develop a unique way to print a massive content on regular toilet paper. We had to modify regular laser-ink printers to accommodate & cope with the shape, size and fragileness of the unusual medium.

Then, we went after a unique craft to merge the universes of classic novels and Chronic Idiopathic Constipation. Each “Toilet Book” cover was inspired by its novel original artwork, modified to introduce the patient insight in a seamless way. Colors were kept to black & white so we could stay true to these pieces’ original printing style and formatting.

“Toilet Books” proved to be a low-cost, effective way to make people with CIC rethink their quality of life.

Synergy’s goal was to get people from one city that had been treated for CIC back into their doctor’ office to discuss new options—and according to quantitative research conducted one month after mailing “Toilet Books” with Gastroenterologists and Primary Care Physicians in the same city, calls and appointments to inquire about this condition increased by over 56% in comparison to the previous month.

Visits to Synergy’s website specifically from people living in that same city increased by 86% in a period of two weeks following the mailing of “Toilet Books”, also proving its effect.