Campaign Kickoff: Daring to Speak Up
French pharmaceutical group Innothera, alongside creative agency Synthesis, launched a bold new campaign under the slogan “Got Hemorrhoids?” Their mission: to take something people usually avoid and make it impossible to ignore. Hemorrhoids isn’t just a condition—it becomes a character. A real face. Something to talk about.
This campaign wasn’t small whispers. It showed up everywhere—on Instagram Reels, billboards, buses, in restaurants, during podcasts, even on stage. It was omnipresent. The strategy? Force visibility so the silence breaks.
Character & Creativity: Making Hemorrhoids Unmissable
The genius move was personifying hemorrhoids. They created a character—“Hemorrhoids”—gave it its own Instagram page, and let it pop up in unexpected contexts.
Because it’s a condition most shy away from, the shock factor is huge. That’s the point. When people see something they didn’t expect, curiosity kicks in. Meme makers get inspired. Conversation starts.
Going Viral & Driving Action
This was more than making people talk. The campaign reached over 15 million people across Central Asia. And it turned into real business results: a 71% jump in sales of Innothera’s Phlebodia 600.
So it wasn’t just awareness—it was awareness with impact.
Lessons: What Makes Taboo Marketing Work
- Face what people avoid. When silence becomes discomfort, visibility can shift the narrative.
- Unexpected context = attention. Hemorrhoids showing up in daily life (restaurants, buses, etc.) surprised people.
- Give a voice to the silent. Making the condition a character (with personality) turns stigma into story.
- Don’t just spark talk; drive action. Awareness without result is just noise. The sales spike shows this campaign delivered.
Why This Matters
Society tends to silence what feels uncomfortable. Health conditions like hemorrhoids are often among those. What this campaign shows is that with creativity, even deep taboos can be shifted.
When something people try to pretend doesn’t happen gets a loud, unapologetic voice, perceptions change. Conversations happen. And maybe more people seek help who otherwise wouldn’t.
The ONE Hemorrhoid Solution That Actually Works
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FAQ: Quick Answers
The campaign aims to break the silence around hemorrhoids by making the condition impossible to ignore. By turning hemorrhoids into a character and placing it in unexpected contexts, the message encourages open conversation about a health issue that people usually avoid.