Background
Endometriosis is a disease that affects 150 million women worldwide. In Italy alone, 10-15% of the female population suffers from it.
Despite this, few people know the true meaning of this word and lots of women have difficulty about talking on their pain and receiving a diagnosis.

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Idea

Countering misinformation about endometriosis by calling it by its name, and giving a voice and a face to all women who suffer from it, starting from the content creator Erika Frattolillo and four other women who had the courage to talk openly and freely about their experiences.

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Execution

In collaboration with the Italian Endometriosis Foundation, Saugella has dedicated a limited-edition capsule to women suffering from the disease, inviting them to no longer remain silent. The brand helped women find the answers they were looking for and it prompted them to share their stories thanks to a content strategy across all digital platforms, especially with educational content to raise awareness among the users and with a video strategy to give a new definition of endometriosis through real testimonials.