MUSE Silver

United States

2022

Hologic Acessa City Campaign

Entrant Company

SFC Group

Category

Integrated Marketing

Client's Name

Hologic

Sub-Category

Integrated Marketing Campaign

Our Challenge: Women with heavy, painful periods often suffer in silence for months, even years, before seeking treatment. Mainly because they believe hysterectomy is their only option. But now, there's the Acessa procedure, a low-risk, non-invasive solution to Abnormal Uterine Bleeding (AUB) associated with fibroids. We were tasked with getting the word out to help women speak up and seek treatment—because there's a new procedure in town. Our Approach: Straightforward, sometimes tongue-in-cheek, billboards are clear and to the point with the URL doing double duty as a call to action and a link to more information. Our Approach: Transit shelters were personalized to location and "punny" copy drew readers in. Women living with AUB from fibroids are encouraged by the URL to Silence the Suffering. Our Approach: Short, snappy video runs where women run regularly: gas stations. The video plays to a captive audience, captures their attention by being entertaining enough to watch over and over, and ends on a memorable URL: FixFibroids.com

Credits

Copywriter
Jennifer Fry Devault
Art Director
Kristy Wilkinson
Executive Creative Director
Brian Zandman
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