Spotted In The Wild
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June 2026 — reverse graffiti across four locations in Shoreditch. No paint, no damage. Made by cleaning the pavement.
82% of UK adults are vitamin D deficient.
We put it on the streets of Shoreditch so nobody could ignore it.
Stencils go live 30th June 2026. 👀
Most people walking around the UK right now are Vitamin D deficient and have no idea. They’re tired, they’re low, they’re getting ill every winter and they’re blaming themselves. The NHS recommends just 400IU of Vitamin D daily. Leading researchers suggest adults need between 2000-4000IU — that’s a 10x difference that nobody is talking about. We couldn’t stay silent. So we took the message to the streets using reverse graffiti — high pressure cleaning that reveals a design on dirty pavements. No paint. No damage. Just the truth, cleaned onto the streets of East London across 10 locations.
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Why We Did It
82% of people in the UK are deficient in Vitamin D. Between October and April, the sun here is not strong enough for your skin to make any, no matter how much time you spend outside.
Most people have never been told this.
So we did not buy a billboard. We took it to the pavement.
01
Reverse graffiti
No paint, no damage. The design is made by cleaning the dirt away, leaving the message in the pavement itself. It washes away naturally over time.
02
Shoreditch, East London
10 locations across the area, put down at the end of June. Thousands of people walked over them without being sold anything.
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The message
Not a product ad. Just a fact most people do not know, in a place they could not scroll past.
Why Vitamin D Matters Here
The UK sits far enough north that between October and April, the sun never gets high enough for your skin to produce Vitamin D. Not on a clear day, not at midday, not if you are outside for hours.
For roughly half the year, your body cannot make it.
The official recommendation is set to prevent deficiency, the bare minimum to stop bone problems. It was never set at a level meant to have you feeling your best.
D3 contributes to normal immune function and normal muscle function. K2 contributes to the maintenance of normal bones.
Navico Health D3+K2. 4000IU D3 with 100mcg K2 MK-7.
Get your free vitamin d crisis guide and 10% off
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