Context
In the UK, the primary healthcare professional and first point of contact for any patient is the General Practitioner, universally knows as a GP.

Challenge
Today, 3 in 5 people use AI to self-diagnose, while 1 in 3 consult platforms like ChatGPT before a doctor (GP). This reliance on AI has turned misinformation into a public health emergency. When generated responses replace evidence-based medicine, patient safety is as risk.

Solution
We hijacked ChatGPT’s first major OOH campaign, subverting the “GP” in their acronym to deliver a vital life-saving directive: For health advice you can trust, always chat to your GP.

Work produced for Havas Lynx.
Working with Chris Will, Ben Neilson, Claire Knapp, Alex Okada and Chris Wellard.