Long May She Reign with TherapeuticsMD

Menopause. The last great societal stigma of a woman's life. 

Not only do people not like to discuss it. Often times doctors won't address it or give it the time it deserves. And even menopausal women themselves suffer in silence through its painful symptoms. With Long May She Reign, TherapeuticsMD, Inc. is introducing menopausal women to IMVEXXY, an estrogen vaginal insert that can relieve moderate to severe painful sex due to menopause.

And the best way to tackle an ignored medical issue and underserved population of patients is to stop the stigma in its tracks. Be bold about the fact that women over 50+ years old are vibrant and in control of their lives. Talk about the problem, and more importantly, the solution, in empowering ways that recontextualise what a menopausal woman looks, acts and feels like in 2021. And finally do all of this by adhering to the constraints of a traditional pharma campaign while creating something that is anything but.

This is Long May She Reign. A world where the menopausal vagina is Queen, and IMVEXXY is her ally, so she can conquer the bedroom for the rest of her reign. The campaign was created by McCann New York.