Challenge
HMB (Heavy Menstrual Bleeding) is a very common condition that affects one out of three women in the world. Such a big issue is not discussed by the press or professionals. Women usually see that as a barrier, like it is wrong to talk about menstruation. And when they take the subject to their doctors, they are often discouraged, treating this condition like something normal that shouldn’t bother them.
So how can we get attention to this problem and talk about menstruation with no shame, making women know that is a solution for this condition?
Solution
We have created more than a campaign. Não é Normal is a social movement raised by NGOs to spread the message and free women all over the country. With multiple initiatives that include not only media channels but also branded content and activations, the movement has been growing year after year, with a celebrity to endorse the cause since 2021: Taís Araújo.
The Não é Normal campaign has become one of the most know female-driven movements in Brazil. Not only does it spread the message, but also encourages women to seek treatment to have a better life.
What we did
• Creative Concept
• Key Visual
• Strategy
• Media Planning & Execution
• Activations
• Social Media
• Community Management
• Pharmacovigilance
Channels
• Digital
• Social Media
• Native ADs
• Branded Content
• Influencers
The Results
”I had the great pleasure of leading Bayer Women's Health Care in partnership with CRANE, one of the most breakthrough awareness campaigns in my career. Together we managed to reach millions of women who suffer from HMB( Heavy Menstrual bleeding), bringing highly qualified information to demystify this condition that affects 1 out of 3 women in Brazil. The results were impressive and led us to win a gold prize in "Lupa de Ouro 2021", the Oscar of the farmaceutical industry.
– Eduardo Fernandes
Senior Brand Manager
Senior Brand Manager
Here to stay. That is the positioning of the Não é Normal movement.
After three years of the campaign, the movement is stronger than ever. It has already reached most women on the target, becoming one of the most successful campaigns in the women’s segment.
With impressive results, more than 1MM HMB quiz tests were submitted on the campaign’s landing page, which has been helping millions of women to discover the condition and find a solution to it.
As a recognition of its relevance and success, Não é Normal campaign was awarded in 2021 “Lupa de Ouro”, the most important award for the healthcare industry in Brazil.
63
Impacts overdelivery
36
Reach higher than planned
477
Earned Media (R$)
48
Increase on SUA search demand
