The Brief

INTIMINA is an intimate healthcare brand that champions increased visibility of women's health and wellbeing. As part of our ongoing Seen+Heard campaign we wanted to focus a creative on raising awareness of the pain related to menstruation, specifically endometriosis.

The Big Idea

One in 10 women worldwide have endometriosis, yet despite the seriousness of this disease, it takes an average of eight years just to get a diagnosis. That’s eight long years of enduring terrible pain.

To draw attention to the problem in a unique way and show solidarity with women suffering from the condition, we created a powerful film that features eight-year-old girls whose age symbolises the damning eight-year wait statistic – with each of the youngsters having been alive for as long as it takes to be diagnosed with endometriosis.

In the film, the children speak the actual words of real adult women who spent years of their lives waiting and fighting for an endometriosis diagnosis.

The Results

The powerful idea was a huge success not only in the UK but globally with over 200 pieces of coverage to date. The UK was the top performing market with titles including Glamour, The Sun and The Daily Express featuring the video across five separate articles. To date the film has had a quarter of a million organic views and counting.