Excellence in Communication Through Creative Execution - New for 2018

Summary of work

One in three women in the UK experience debilitating heavy menstrual bleeding (HMB), yet it remains a taboo topic and something that women are often told to put up with, even though medical treatments exist. It was time to open up the conversation and ultimately persuade sufferers to go see their GP for help.

Virgo Health presented a ‘social media pharma first’ with the creation of Flo., a magazine-style publisher on Facebook. Flo. launched with a breakthrough video, The Period Trifle, which boldly communicated the graphic reality of HMB in a palatable, light-hearted way. Harnessing the trend of ‘sped-up’ recipe videos, we put all the ‘ingredients’ of HMB into a mixing bowl of missed opportunities and coping strategies. The video was an immediate hit, with unexpectedly high levels of engagement for such a taboo topic. A series of new video content followed – all produced entirely in-house by Virgo using a careful blend of humour and empathy  – and the social media results have continued to surpass all expectations.

This breakthrough campaign proves that a well-thought out risk  – along with a big dose of creativity  – can most certainly pay off.

Judges' comments

Virgo Health and Bayer have put together a brave, creative and provocative campaign highlighting the condition of heavy menstrual bleeding (HMB) underpinned by engaging content and great empathy.