Gedeon Richter: 80ml

80ml was a campaign launched by Gedeon Richter in Sweden that raised awareness of uterine fibroids among women by getting them to take a self-test online and highlighting what is and isn't normal when it comes to periods.

Agency: Det / Rippler

Product Description

Heavy menstrual bleeding is one of the most common symptoms of uterine fibroids – non-cancerous tumours composed of muscular tissue in the uterus. Up to 40 % of all women will at some point in their life get the disease. The same number of people have never heard of it. That is why uterine fibroids is referred to as Sweden's most unknown women's disease. Many suffer unnecessarily, sometimes for many years.

Objective of the Campaign

How can we raise awareness about a disease whose main characteristic is the abstract fact that women bleed...

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