Next Level Periods Esyma (Allergan)
At Publicis I partnered with an art director on a winning new business pitch for a Esmya, a revolutionary new drug that treats uterine fibroids.
The brief: Create a bold, unbranded campaign that raises awareness about one of the main signs of uterine fibroids: Heavy flow.
The solution: An eye-catching integrated campaign that pairs period euphemisms with film noir-inspired movie posters.
Copy takes typical euphemisms to the next level to help women spot the difference between a normal period and one on 'roids. For example, when Aunt Flo starts to feel more like Aunt Overflo it could be uterine fibroids. Posters, billboards, bathroom takeovers and OLVs direct women talk to their doctor and check out NextLevelPeriods.com to learn more. An in-office Flow Chart helps facilitate the conversation about UFs with women and their OBGYNs. See examples of the work below for details.
Posters
OOH
Bathroom Takeover
OLV
Website
In-Office Flow Chart
