80ml

CLIENT
Gedeon Richter

BRIEF
Raise awareness about a disease – uterine fibroids – whose main characteristic is the abstract fact that women bleed more than 80 milliliters during menstruation.

CREATIVE SOLUTION
Understanding that the condition limits women's everyday life, we created a campaign and a self-test with the use of humorous cartoons illustrating frustrating moments. The illustrations were created by some of Sweden's most famous cartoonists. By turning to women on social media, we managed to get a dialogue going and in four weeks, almost 10 % of our target group had visited the self-test at 80ml.se.

MY ROLE
Art Director

AGENCY
Det

AWARDS & MENTIONS
Winner, Shorty Awards, Health & Fitness
Winner, Swedish Content Awards, Health & Fitness
Silver, Echo Awards, Pharmaceutical & Healthcare
Bronze, Guldnyckeln, Health & Healthcare
Audience Honor, Shorty Awards, Health & Fitness
Shortlist, 100-wattaren, Consumer – Campaign
Shortlist, European Excellence Awards, Health
Shortlist, Spinn, Best Integrated Campaign
Best Interactive of the Week, Best Ads
Directory, #43