One in five women suffer from heavy periods. Despite the emotional and practical burden, many accept it as ‘part of being a woman’. With Hologic, we created ‘Am I Number 5?’, a disruptive communications platform prompting women to consider whether they are affected by heavy periods, shifting mindsets and encouraging action.

The platform aimed to prompt thought and disrupt acceptance of heavy periods, enabling women to recognise symptoms and understand that there are treatment options. The campaign was a resounding success, partnering with parenting influencers and Wellbeing of Women and Endometriosis UK, to spread awareness far and wide.