Gedeon Richter offers a drug treating uterine fibroids (a benign tumor on the uterus) – the first alternative to surgery. The problem was: few women, and even doctors, knew about the disease despite the fact that up to 40 percent of all women suffers from it sometime during their lifetime.

The main characteristic of un-treated uterine fibroids is that women bleed heavily, more than 80 milliliters, during menstruation.

Our job was to raise awareness about a unknown disease whose main symptom was very abstract.

The campaign objectives:

• Raise awareness about uterine fibroids among the 1,3 million Swedish women who are 35-55 years old.

• Motivate women who bleed heavily to contact a doctor

We created a website – 80ml.se – informing about uterine fibroids and offering a self-test based on our cartoons. We conducted a national survey revealing the low knowledge about the disease and its symptoms. We launched the campaign during “International Menstruation Day”, using the cartoons for social media marketing and the survey and social media buzz to let a partnering gynecologist talk about uterine fibroids in traditional media.

Our campaign started May 28, 2016.

Our campaign period was between May 28 and June 25, 2016.

During this four-week period we conducted:

- Social media marketing on Facebook and Instagram targeting women 33-55 years old

- Banner marketing (programmatic) targeting the same group

- Media relations/pitching news stories to achieve non-bought coverage in national and niche media.

- Managing website/social media Q&A.

Although most work was done during this period, some media relations work has been done after the campaign.