Innothera - GOT HEMORRHOIDS?

Problem

Hemorrhoids is a disease condition that always appears suddenly. People don’t know how to treat it and often feel too embarrassed to visit a doctor. The subject is silenced in society, even though it affects millions.

The challenge was clear: how do we make people switch from ineffective traditional remedies to the proven and effective treatment — Phlebodia 600?

Solution

We chose to act the same way hemorrhoids do — suddenly. The campaign was built on the idea that “Hemorrhoids” started appearing where people least expected them. Behind the wheel — hemorrhoids. Scrolling through Reels — hemorrhoids. At the ice cream counter, on the bus, in the office, with bloggers, on podcasts, in restaurants, and even on Broadway — Hemorrhoids was everywhere.

We turned the disease into a character that literally followed people, intruding into their daily lives. This approach made the problem visible, broke the taboo, and transformed “Hemorrhoids” into a viral cultural symbol. For the first time, people not only noticed it but also openly discussed it — something that once seemed impossible.

Result

The campaign went viral, reaching over 15 million people. The media amplified the idea, bloggers integrated it into their content, and ordinary people began recognizing “Hemorrhoids” in their everyday surroundings. Most importantly, the campaign helped break the silence: a topic that was usually hidden became part of the national conversation.

For the brand, this translated into tangible business results — sales of Phlebodia 600 increased by 71%. The campaign proved that even the most uncomfortable subjects can be turned into powerful communication tools when approached with boldness and creativity.