The New Annual
70% of women will have uterine fibroids in their lifetime. In the era of women's empowerment, it's unacceptable that the removal of a woman's uterus is often taken so lightly. Hysterectomy is the second most frequently performed surgical procedure (after cesarean section) for U.S. women who are of reproductive age. Until now, there were no treatments for fibroids that didn't require hormone replacement therapy. With a groundbreaking new treatment on the market, this was an HCP-focused campaign that aimed to foster real conversations between OBGYNs and their patients.
Service
Campaign Concept
Client
Myovant
Year
2019
How is it that 1 in 3 women will have fibroids, and yet most woman don't even know what they are?
We've been conditioned to think that women's health is meant to be inconvenient, painful, or embarrassing. Like the rest of society, physicians have been indoctrinated to see uterine problems as natural or inevitable. We aimed to reframe the conversation that women and their obgyn's were having about uterine health. There needed to be a shift in tone and a more modern, considered approach to design—so women feel their doctor's are truly allies.
Creating an empowered conversation
We wanted women to know that there is no such thing as TMI when it comes to your health. The information we are uncomfortable discussing, is vital to understanding our well-being.
The New Annual
We know that there is a lot of time between arriving at the OBGYN's office, putting on that awkward paper gown, and then waiting on the exam table for your doctor to see you. How can we take advantage of having a captive audience? A poster of a bloody tampon may seem gauche, but, in reality period blood is an essential barometer of uterine health. A compelling poster and accompanying app where a woman can quickly determine that the amount of blood she is losing, is not, in fact, "normal" could create a great conversation starter for her and her doctor. Well-designed accompanying print and social tactics will ensure this is not something she immediately throws in the trash.
HCP Disease Education Website
The health care professional (HCP) website needed to be a place where doctors immediately recognized the importance of keeping a woman's uterus. There has been a lot of new science around the many roles that the uterus plays beyond reproduction.
Consumer Disease Education Website
Millions of women struggle with the side effects of fibroids, yet there is no mainstream forum for talking about or learning about them. How do we do for fibroids what Lena Dunham did for endometriosis? We needed to create a Uterus Uprising.
