Menopause Hormone Therapies

Our task was to consolidate four medications used to treat different menopause symptoms into a unified portfolio.

Pfizer offers four different medications to treat menopause symptoms. While these options made Pfizer a popular choice for doctors, cultural shifts have led many women to move away from hormone replacement therapies as their primary treatment. This has left both consumers and healthcare professionals (HCPs) uncertain about the best long-term treatment options for menopause.

This portfolio allowed Pfizer to position itself as the place to go for diverse solutions for the many challenges women face during menopause. The goal was to create clarity and confidence for both women and HCPs, positioning Pfizer as a trusted partner through every stage of this journey.

Does seeing this make you uncomfortable?

Good.

Before we go into moist vaginas let me explain where this came from...

We worked extensively on creative development for this project, aiming to break away from traditional pharma advertising with a modern message and visual style that resonated with today’s audience. While the final direction reverted to a more conventional approach, our favorite campaign remains here in my portfolio—a testament to the creative innovation we aimed to bring to this space.

Before we FINALLY get into moist vaginas (you feel that build of anticipation?) check out some social from where we did end up landing.

Come back and look at this one later: Website:

www.pfizermenopause.com

Now (cue drum roll in your head)

for the campaign we wished the were brave enough to go with...

For the full experience start here

Insight:

Women spend their entire lives being comfortable in the uncomfortable. It’s time to change that. HCPs, positioning Pfizer as a trusted partner through every stage of this journey.

This manifesto is the evolution of a slam poetry piece that I wrote.

Amplifications

New York Times:

Take over the Sunday Morning New York Times Crossword puzzle with uncomfortable menopause wo

Harry Mack:

Partner with influencer to confront uncomfortable words in a rap on social media.

Museum of sex take over: FKING after 50

Let’s put menopausal sex on display — every arid vagina, painful thrust, and coveted orgasm. In partnership with the Museum of Sex, we’ll create a first-of-its-kind exhibit that highlights the real experiences of menopausal sex.

This exhibit will serve as the ultimate educational moment, allowing us to confront the uncomfortable realities of all things menopause — well beyond sex — head on in the boldest, most in-your-face way. Including the benefits of MHT.

And because we don’t want to shy away from the taboo, we’ll lean into other “off-limits” tropes to promote the unique exhibit, ultimately debunking stigmas around all things menopause.

How It Travels

Influencer: Partner with art influencers in our demo to create menopause-inspired artwork to be featured in the exhibit alongside their personal stories.
Content: Capture on-the-ground content during the making of and reactions to use on social and media exclusives.
Media: Host large-scale media event at the Museum of Sex that culminates in a panel in the center of the exhibit that features an HCP, Pfizer spokesperson, and notable influencers.
Digital: To extend further, we can digitize the exhibit and share on owned website and social platforms for a broad audience to discover and learn from.

Video

Slam Poetry Manifesto turned OLV:

We’ll cut together a series of women speaking directly to camera, up close—almost uncomfortably so. The most uncomfortable words in the poem will appear as a jarring super over the film to lend emphasis.

“I wish my vagina was moist!”

If you don’t hear us say it, just know that we feel it.
We’re keeping it close cuz we don’t know they can heal it.

“These bones are so brittle, this mind feels like jelly.
And how did this extra stuff land on that belly?
Arm pits are soggy, pores are gushing.

I used to love sex, now I won’t let them touch me.
I don’t know who I am. I just want to come back.
Give me some answers. Replace what I lack.”

As menopause begins we prepare for the worst;
Society’s judgment for biology’s curse.

Treating our pain is not negotiable.
It’s time to step up and confront the uncomfortable.

END CARD/LOGO: Get real solutions with MHT from Pfizer.

Health Care Professional (HCP) Creative: