Title	80 ML, A BLOODY STORY
Brand	GEDEON RICHTER
Product/Service	WWW.80ML.SE (PLATFORM FOR SELF TEST)
Category	F04. Education & Awareness
Entrant	RIPPLER COMMUNICATIONS Stockholm, SWEDEN
Idea Creation	DET Stockholm, SWEDEN
Idea Creation 2	RESULTIFY Stockholm, SWEDEN
PR	RIPPLER COMMUNICATIONS Stockholm, SWEDEN

Name	Company	Position
Åsa Wilde	Rippler Communications	Creative Director
Madelene Rydman	Rippler Communications	Client Manager
Lina Ekros	Rippler Communications	Office Manager
Anna Rydegran	Rippler Communications	Media Specialist
Anna Sjöberg	DET	Partner
Catarina Borgedahl	DET	Content Manager
Mikael Sonnenberg	DET	Digital Director
Christian Söderholm	DET	Art Director
Johan Barrett	DET	Designer
Ludvig Olsson	Resultify	Head of Digital Media
Erik Post	Resultify	Senior Digital Marketer

The Campaign

Our goal was to raise awareness and get women to conduct a self-test to see if they should contact a doctor. To achieve both goals we needed to talk about the main symptom - heavy bleeding. But how should any women be able to judge whether they bleed 80 milliliters or less? Does anyone know how much the bleed? To tackle this challenge we built our campaign around the key insight that bleeding heavily must limit women in their everyday life. We collaborated with some of Sweden's most renowned and controversial cartoon artists to create humorous cartoons that portrayed recognizable and frustrating situations facing women who bleed heavily. With cartoons we could talk about the main symptom in a tangible manner, and create content that stood out from other medical information and general buzz in social media.

Creative Execution

We created a website – 80ml.se – informing about uterine fibroids and offering a self-test based on our cartoons. We conducted a national survey revealing the low knowledge about the disease and its symptoms. We launched the campaign during “International Menstruation Day”, using the cartoons for social media marketing and the survey and social media buzz to let a partnering gynecologist talk about uterine fibroids in traditional media. Our campaign started May 28, 2016. Our campaign period was between May 28 and June 25, 2016. During this four-week period we conducted: - Social media marketing on Facebook and Instagram targeting women 33-55 years old - Banner marketing (programmatic) targeting the same group - Media relations/pitching news stories to achieve non-bought coverage in national and niche media. - Managing website/social media Q&A. Although most work was done during this period, some media relations work has been done after the campaign.

Between May 28 and June 25, 2016, we achieved: • Traditional media coverage reached 5,5 million people • Social media marketing reached 1 million women aged 30-50 • 472 000 interactions in social media • 109 025 people visited 80ml.se • 43 668 people completed the self-test After the campaign's success in Sweden, it has been decided that the concept will be used throughout Europe, in markets such as Germany and Great Britain

We used three different media channels: traditional media (print, broadcast), social media, and digital media (website), each of them with their own purpose. We used traditional media (print, online and broadcast) to spread awareness about the disease to a broad audience. We used social media marketing to have people spread the message and drive traffic to our website. We used an online platform (website) to let people conduct a self-test.

To reach out to such a broad audience we wanted to use a mix of traditional and social media. We used a two-fold strategy. On one hand we had a traditional disease awareness approach to get media coverage. We used insights, surveys and testimonials from patients and a gynecologist to get media to cover uterine fibroids, and thereby putting the disease in the minds of people and the agenda for doctors. On the other hand we used our cartoons to conduct social media marketing directly to women in our target group in order to initiate discussions, sharing, and ultimately conversions to our website and the self-test. To make our campaign as relevant as possible - to people and media - we launched it during on the International Menstruation Day, May 28 2016.