BBC Creative pages Westfield billboard for This Is Going To Hurt promo

this is going to hurt bbc creative pager billboard

The BBC‘s in-house agency BBC Creative has mounted an eye-catching out-of-home billboard with pagers in order to promote new hit drama This Is Going To Hurt.

The highly anticipated BBC show stars Ben Whishaw and is based on the best-selling memoir by comedian and writer Adam Kay.

BBC Creative said it designed the eye-catching installation to reflect the chaotic life of a junior doctor.

The unique billboard, located in Westfield London, consists of over 300 working model pagers spelling out the title of the show. 

This Is Going To Hurt

Moreover, the pagers also display messages written by Adam Kay, from hospital codes like ‘Labour Ward’ and ‘Gynae’ to messages that hint towards themes within the show, such as ‘Miss Stag Do’ and ‘Sleep in Car’.

The billboard is fitted with LED lights and sound effects, recreating the feeling of NHS Doctors’ pagers constantly buzzing and calling them back to work.

Paul Bailey, Creative Director at BBC Creative, said: ”Nothing can express the stress of being a junior doctor, but BBC Creative’s This Is Going To Hurt billboard, made of 300 flashing and beeping doctor’s pagers, gives you an idea.”

Rhion Leadbitter, BBC Head of Marketing, said: “Our highly innovative special build to support the launch of our compelling new drama, This Is Going To Hurt, has been crafted to illustrate the truly hectic life of our protagonist Adam, both professionally and personally.

“The outdoor site is made up of over 300 custom built pagers that deliberately disrupts and draws attention by flashing and bleeping to mimic the pagers worn by Junior Doctors, depicting how they are constantly being pulled in all directions.”

Adam Kay, author and producer of the show, said: “What an incredible poster – utterly embodying the stress and pace of the life of a junior doctor. 

“I just hope that three hundred bleeps going off at once isn’t too triggering for any NHS staff walking past”.

The This Is Going To Hurt billboard is on display at the Pump Station, Westfield London until 27 February.

The full series of This Is Going To Hurt is available to watch on iPlayer.