Empowering women and eliminating stigma around heavy menstrual bleeding by Fighting the Flow
The Challenge
Bayer sought to shine a light on the challenges women face with heavy menstrual bleeding (HMB) and cut through the stigma of discussing it.
Key Insights
Despite one in three women suffering from HMB, silence and misinformation continue to perpetuate the belief that heavy periods are “just another part of being a woman.”
Every month, women may revert to extreme measures to cope with the burden of their heavy-duty periods, often in private, without seeking treatment or support.
Our Solution
We produced an unapologetic campaign for Bayer that delivered on the ask with honesty and humanity to raise awareness, destigmatize, and drive action for women living with HMB.
Fight the Flow challenged long-held, harmful beliefs and reframed HMB as a treatable medical condition, using a deliberately bold and unconventional approach to empower women to take control of their health.Roche as a trusted partner in women’s health
Campaign elements
Prompted open dialogue on a taboo topic to inspire real patient action
Delivered an authentic visual identity using real, unfiltered period imagery instead of sterile stock visuals
Launched on Instagram with a comedian and media medic, pairing credibility with relatability to reduce stigma and spark conversation
Engaged women through the Fight the Flow questionnaire, a 30-second, clinician-endorsed tool guiding users to speak with their GP The Challenge
The impact that followed
Paid social media efficiently maximized visibility with minimal budget
- 134k reach
- 3.3% click-through rate (16p per click)
Fight The Flow Questionnaire drove meaningful behavior change among thousands of women
- ~6k unique visitors → Engagement
- 46% completion rate → Conversion
- 51% agreed it prompted them to speak to a GP → Behavior change
Influencer content sparked heartfelt conversations among women who had silently endured HMB
- “I’ve been to my GP and been told ‘it’s hormonal…’”
- “Wow I honestly didn’t realise this is something you should see a GP about…”