Trying to find relief from recurring uncomplicated UTIs can cause women to feel tired, embarrassed, and out of options. But the root cause may simply be antibiotic resistance. These patients need a treatment that goes beyond the remedies they’re used to trying out.

We decided the last thing these women needed in their lives was more stress. We steered away from alarmist language, or even the typical female empowerment style of pharma messaging. What if they just want to laugh to keep from crying? What if all the previously failed methods lead them down a path of incantations and elixirs, instead?

We crafted a story where these women were so fed up that they sought out a witch deep in the woods to finally cast out the curse of their recurring UTIs. Instead, the witch (our spokesperson) tells them they don’t need magic. They need a proper treatment.
Our treatment.

This concept of ours became the lead concept for the business pitch and received glowing praise from everyone in the room. Almost as if a spell had been cast.