Hemorrhoids Go Viral: Synthesis Turns Taboo Into Talk of the Town for Innothera

Creative agency Synthesis and French pharmaceutical group Innothera answered with a disruptive idea: turn haemorrhoids into a character that nobody could ignore.

Launched under the bold banner 'Got Hemorrhoids,' the campaign mirrored the sudden, intrusive nature of the condition itself. 'Hemorrhoids' began popping up everywhere : behind the wheel, on Instagram reels, at the ice cream counter, in restaurants, on buses, in offices, in podcasts, even on stage.

By giving hemorrhoids a face and even its own Instagram page - the campaign turned silence into conversation and conversation into action. Hemorrhoids went viral in every sense, sparking memes, media coverage, and open discussion across Central Asia. The results speak for themselves: over 15 million people reached and a 71% surge in Phlebodia 600 sales. What was once an untouchable taboo became proof that bold creativity can transform culture and business.

"We took a condition nobody wanted to talk about and made it impossible to ignore", said Farukh Sharif, partner and ECD of Synthesis. "Hemorrhoids went viral not just on screens, but in real conversations and that’s the power of fearless creativity."