The Challenge

Creating a visual campaign for the product ‘NovaSure V5’ that encapsulates the process of endometrial ablation, a procedure which can have a significant positive impact on the lives of women. NovaSure V5 is an upgraded product, adding new features that improve accuracy and efficiency for gynaecologists and their patients.

The Solution

The product features a distinct triangular tip which is recognisable across the gynaecology community, initially making an great focal point for the campaign. Through a series of explored concepts and creative approaches, including directions that visualise ‘gold standard’, ‘female empowerment’ and ‘small changes - big impact’ concepts, the final chosen direction follows a ‘blueprint’ aesthetic, presenting the new features as innovative and engineered. Paired with the messaging ‘Enhanced control for you and your patients’, the campaign touches on empathy and compassion to evoke emotion in the target audience.