We set out to show real, authentic hot flash moments for the first time in advertising. We leveraged an innovative trick shot camera style to show relief, helping women see they could turn their hot flash, to a not flash.

Medical, Legal and Regulatory within Astellas’ Materials Approval Processes (MAP) are involved from the beginning of creative development and collaborated with throughout the process.

•MAP attends initial storyboard development leading up to production, including all pre-production meetings, including casting and make-up/effects, to ensure accurate depiction of the disease state

•MAP attends production to provide any watch-outs and guidance

•The rough cut is then submitted into Veeva for formal review from MAP team, and will go through multiple rounds until final approval of the final color corrected/mixed film

•The MAP team reviews:

-Depiction of disease state and resolution

-Claims and substantiation, including any legal supers, as required

-Film and VO pacing, scene number and selection, sound levels and balance through spot and during major statement

-Accuracy of major statement

The storyboard was also submitted to OPDP for FDA review and guidance prior to campaign launch.

Hot flashes and night sweats are some of the most bothersome symptoms of menopause, and have a profound negative impact on a woman’s quality of life. Yet, women’s midlife health is still largely ignored, and there has been a lack of innovation or new treatment options in this category for decades. Our work was developed in order to break through the shame and silence that has surrounded this topic, and to give women validation around their symptoms.

•Office of Prescription Drug Promotions (FDA body governing DTC Marketing)

•No youth/child programming

•Major Statement and Adequate Provisions

•Accurate portrayal of disease state

•Substantiation and legal disclaimers for all claims made in relation to medication

We targeted women experiencing moderate to severe Vasomotor Symptoms (the medical term for hot flashes and night sweats) due to menopause. When it came to hot flashes and night sweats, women were frustrated—they felt they had to grin and bear it because there weren’t the right treatment options for them.

When women with Vasomotor Symptoms (VMS) are not having a hot flash, that's a "not" flash.

The film opens on a sequence of women experiencing real and relatable hot flash moments—highlighting the unpredictable and disruptive nature of VMS. These authentic moments are being shown for the first time in advertising and help to capture our woman audience’s attention and to validate her experiences. Using the hot flash/not flash creative construct the film then goes on to show the relief women can experience with first-in-class, 100% hormone free VEOZAH. The TV ad is designed to encourage women to speak up and seek appropriate treatment options with their healthcare providers.

Historically there has been stigma around menopause, hot flashes, and night sweats. Women often feel dismissed about their symptoms. In addition, existing treatment options in this category have not seen innovation in recent years. Without a treatment that is right for them many feel they have to settle for symptoms rather than find relief.

Astellas brand research spoke to over 5,000 women and learned that many women don’t feel comfortable talking about hot flashes or night sweats due to menopause or the impact that those symptoms have on their lives. Many are unaware of the medical term for hot flashes/night sweats: Vasomotor Symptoms, or that it’s an actual medical condition worthy of attention.

We set out to change how women think about hot flashes and night sweats and help them realize they can live life on their terms, without interruptions of hot flashes and night sweats with a hormone-free option.

When crafting the spot, we searched for music that would signal the physical and emotional relief of being free of hot flashes and night sweats. The song “Good Feeling” by Flo-Rida perfectly elevates women’s “not flash” moments and creates an emotional connection with our audience. The song is arranged with intention throughout the :60 spot, slowing building through the hot flash scenes and unleashes the hook “I get a good feeling” as one of our heroine's shines during a “not flash” moment.