WHAT WE’VE DONE

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Zelnorm

Before this campaign broke, millions of women were suffering from Irritable Bowel Syndrome but were afraid to ask their doctor for treatment. They knew what they wanted to say but were sulfering in silence. This campaign used bold writing on women's stomachs to speak for them. Unafraid and hard to ignore, it gave women permission to finally talk about this awkward condition and ask about Zelnorm.

Where a more traditional testimonial could have faded into the consumer healthcare clutter, the creative in this campaign was so iconic, it easily informed an entire unique and ownable integrated effort. The result? Millions of women getting their voice and the relief they needed. Not to mention millions of prescriptions and unprecedented awareness for Zelnorrn.