Kontakt: Lotta Senelius
Background
VMS (Vasomotor Symptoms) is the medical term for hot flashes and night sweats that can affect women during menopause, a fact not widely known. However, these symptoms are experienced by 80% of women aged 45 to 60.
Idea
In this Nordic awareness campaign for Astellas Pharma, we’ve spotlighted a range of everyday definitions of VMS that we believe most menopausal women can relate to.
The goal is to educate the target audience to recognize and seek treatment for these symptoms as VMS.
Execution
The campaign comprises a film, the website vadärvms.se, waiting room TV, banners, digital outdoor billboards, podcasts, ads in various women’s magazines and placements across social media and YouTube.
On the website vadärvms.se, visitors can learn more about VMS and other common symptoms during menopause. The site also includes self-care tips, treatment options, and information on where to seek medical care.
In ads on Facebook and Instagram, we highlighted various everyday definitions of VMS encouraging people to learn more at vadärvms.se.
A subtitled version of the film was created for waiting room TV.
The campaign was also visible on digital outdoor billboards, such as on the main street Avenyn in Gothenburg.
Traditional advertising was also part of the campaign. In Sweden, the ads appeared in magazines like Femina.
A concise patient brochure was developed for use in waiting rooms, among other places.
