How Intimina raised awareness of endometriosis diagnosis wait times
Cow for Intimina won at The Drum Awards for PR 2022 in the Best Healthcare and Pharma category. Here, we find out how the Swedish women’s health brands shone a much-needed light on endometriosis diagnosis waiting times.
'The Wait' campaign from Intimina
Drawing on the statistic that on average women wait eight years for an endometriosis diagnosis, Cow released ‘The Wait’ campaign featuring eight-year-old girls whose age symbolized the diagnosis time.
Intimina’s brand mission is to provide a comprehensive collection of products and information for women at every life stage. Given the brand's position within women’s health, it wanted to execute a purpose-led campaign to normalize taboo or suppressed topics.
The brief given to Cow was to identify and amplify a topic and make it more mainstream. With a modest budget, Cow was tasked to deliver a low-cost multi-market campaign to drive brand awareness and generate earned media coverage.
Hear what the winners had to say about their award-winning work above.
One in 10 women has endometriosis, yet despite the seriousness of the disease it takes years to diagnose and the consequences of a misdiagnosis can have catastrophic effects. Aside from causing pain, the disease can have a devasting impact on fertility, relationships careers and self-esteem. Cow wanted to dramatize the wait for a diagnosis and give a voice to real-life case studies.
The film brings together eight-year-old girls who speak the actual words of real women who spent years of their lives waiting for a diagnosis of endometriosis. After finding and interviewing the women Cow then cast the eight-year-olds and shot the film in a single day.
The campaign was launched in November 2021 and given a second push for Endometriosis Month in March 2022. Since the campaign had no media budget the film had to be distributed through earned media. Women’s lifestyle and health publications were the main targets. Cow also tapped a gynecologist to provide give media interview opportunities and write on Intimina’s endometriosis blog.
The campaign generated 258 pieces of global coverage including 71 articles in the UK in publications like The Sun, Daily Express, and Glamour. In the US, 116 publications picked up the story with articles in the New York Post and MSN. The film racked up 608,000 YouTube views, 45,800 Instagram views delivering a double-digit increase to the brand's website.