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Break the Cycle Campaign
A campaign that connects an underserved audience with a brand/product in a way that wasn’t possible three years ago, submitted for the Young Lions competition sponsored by the Cannes Lions Creative Festival.
Art Director. Presentation Design.
Other Contributors: Anna Parel, Mahek Caharania, Harrison Hastings
As the inaugural UGA team entered into the Young Lions campaign with only three weeks (near finals season) to complete this brief, we knew we had to connect with something greater than us.
The Challenge
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The Process
We started ideating on issues that felt personal to us.
After chatting about various social and health issues, we realized that we all either knew someone with endometriosis (ENDO) or had experienced symptoms. Our research revealed that this underfunded women’s health crisis plagues 1 in 10 women, making ENDO hit close to home.
Phase 01: Creating the Campaign Idea
2AM Zoom Calls = Cannes Worthy Ideas
Problem
Women wait in pain an average of 7 years before receiving a diagnosis and treatment plan for endometriosis, often told “it’s just bad cramps” and “tough it out”
Audience
Young women dealing with irregular periods, severe pain, body changes, infertility fears, anxiety, etc,.
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Phase 02: Determining the Ideal Brands & Technology
Answering “but how?” came in the form of two brands and one technology:
Always Pads
With over 8 pad variations/purposes with over 100 different absorption levels/sizes, it’s no wonder 34.85% of women use Always brand most often! Always products are the perfect messenger for our women-health forward awareness campaign.
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At the foreground of our Google searches was the ENDO Found, impassioned by a drive to “increase disease recognition, provide advocacy, facilitate expert surgical training, and fund landmark endometriosis research.”
The Endometriosis Foundation of America
After identifying two industry leaders to connect period products and Endo research, we just needed the right vehicle to do it: hence NFC technology.
Near Field Communication Technology (NFC)
NFC technology was invented in the early 2000s but gained widespread adoption following the Covid-19 pandemic with increased payment limits for asynchronous purchases. Now, being recommended as a safe form of payment and being incorporated into apps such as Google Wallet and Apple Pay, the technology is taking the nation by a storm.
Data
7 Years
Women wait in pain an average of 7 years before receiving a diagnosis and treatment plan for endometriosis, often told “it’s just bad cramps” and “tough it out”
190 M
Endometriosis impacts roughly 10% (190 million) of reproductive age women and girls globally.
Undetected
Per the EndoFund, endometriosis research is heavily underfunded and, when combined with social norms of silencing women’s menstrual pain, the disease often goes undetected
Insight
No Delays
Women need be active participants in their health journeys and seek treatment sooner.
Scalability
Our solution needs to be accessible, easy-to-use, and ready to support millions of women’s needs.
Relatable
Women need empathetic environments to share their experiences, placing power back into their hands.
Strategy
We aim for a balance of functionality and visual appeal, attracting our target audience while they are engaged in the very activity that is a key marker for endometriosis: menstrual cycles.
We placed NFC technology within aisle markers to transform women’s stories into life-saving medical insights.
Rather than choosing between providing a place to share experiences and distributing lifesaving medical information, with our campaign, we are tapping into both.
The signs for our campaign will be launched during March: the national Endometriosis awareness month. Partnering with Always, the brand packaging will be designed with primary yellow tones to feature the color for endometriosis awareness month and bring women’s attention to the once multi-colored boxes.
Meet women in the aisle, not years later
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After we settled on a strategy for our campaign, I could begin designing the campaign assets.
I used a youthful visual style to evoke visual interest and to communicate that ENDO detection and research isn’t something to fear but rather an empowering step towards a healthier future.
Phase 03: Bringing it to Life
Packaging with ENDO statistics, featuring partnership designs (ENDO Yellow & Purple)
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Delays in the ENDO diagnosis cycle feel like a never ending loop.
The EndoFound features purple roses on their Blossom Ball, a yearly focused on raising money so EndoFound can continue its important advocacy work!
Aisle Markers
The Resource
When scanned, the link leads to a webpage with a directory to learn more about endometriosis and features the stories of women from the EndoFoundation’s.
From leaders and advocates to hardworking professionals, the Always x EndoFoundation’s resource has space for every woman.
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Phase 04: ADPR Presentation
To top it all off, my group members and I had the privilege to present our Young Lions submission to the AdPR UGA Executive Board. There, we received feedback from a Cannes winning Board and even pitched ideas for future Lions entries.
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What Were the Results?
ᝰ.ᐟ What Were the Results?
The Results