Get Comfortable With It
This was a stigma-breaking, behavior-change strategy disguised as entertainment. Our team was tasked with launching the “Back-there Care” campaign to reach a new audience we identified as “Insecure Cleansers”—people who either don’t realize they have hemorrhoids or are reluctant to admit it, often turning to questionable home remedies instead of proper treatment. Many in this group were already experiencing symptoms but didn’t recognize them as hemorrhoids, making education just as critical as awareness.
Knowing embarrassment, denial, and lack of understanding were the biggest barriers, we set out to normalize the conversation first—using humor and cultural relevance to lower defenses before introducing clarity and a solution.
We brought Preparation H and its rear-end front man to Instagram, leaning into a cheeky, social-first approach that made an uncomfortable topic feel approachable. By filling the feed with boldly branded content, relatable memes, and bespoke “booty” content, we aimed to both demystify symptoms and destigmatize the condition—driving awareness and ultimately positioning Preparation H as the go-to authority, reinforcing that anything used “back there” should come from the category leader.
influencer Activation
As part of the broader effort to destigmatize hemorrhoids through education and open conversation, we explored influencer partnerships to show that this is something anyone can experience. By collaborating with creators across different lifestyles, we aimed to normalize the topic through relatable voices.
Each influencer would receive a tailored kit aligned to their day-to-day—making the integration feel natural and authentic while reinforcing the message. The goal was to tap into their existing audiences to spark awareness and make a typically taboo topic feel more approachable. While it never went live, it was a strong extension of the overall strategy.
