Big D Energy // Like Fine China
Hypoactive Sexual Desire Disorder affects 10-32% of women 40-65yrs old, and can cause significant distress and depression. Clinically it is described as a loss of libido, but for women it hugely impacts on quality of life, causes an inability to enjoy sex or orgasm and can significantly impact their relationships. Androfeme is the first testosterone therapy specifically designed and approved for women, meaning they no longer need to use repurposed male testosterone treatment. We created both branded & unbranded campaigns to drive messaging to HCPs and patients about the unmet need through powerful storytelling.
Branded
When a menopausal woman experiences a loss of libido, she is often told to quietly accept it as a natural part of aging. But she isn't just losing physical function, she is losing her spark, her self-esteem, and her connection. She loses her ‘Big D Energy.’ In her world, the ‘D’ stands for the most fundamental, empowering, hormone-driven force of all: Desire.
Big D Energy utilises bold and confident art direction to show the boost given to post-menopausal women by Androfeme, and flips a phrase used for men to further emphasise the empowerment aspect. Aging as a woman doesn’t mean you have to hide away in a corner - you’re still allowed to feel desirable and powerful.
Role: Art Direction
Unbranded
Once a woman’s reproductive years are over, both society and healthcare tend to “archive” her sexual health. But aging shouldn't mean turning her passion into a cold, painted antique. HSDD is a treatable clinical condition, not a retirement sentence.
Like Fine China portrays imagery of fine china plates to emphasise the outdated views that the healthcare system holds towards post-menopausal women’s sexual health, and show the struggle of living with the condition.
Role: Art Direction
