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My Bloody Truth
A Campaign to Break the Silence Around Heavy Menstrual Bleeding (HMB)
Creative concept developed as part of a company-wide innovation challenge.
Budget constraints ($75K) shaped our thinking and forced creative prioritization.
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Discovery & Focus
Uncovering an Overlooked Health Crisis
Researched multiple disease states
Identified Heavy Menstrual Bleeding (HMB) as a key issue
Originally focused on anemia, shifted to HMB as root cause
Targeted two key groups: Black women and active women/athletes
Chose to address the stigma and lack of support around HMB through design and storytelling
40%
of black women suffer from heavy menstrual bleeding (HMB), but nearly half believe there is nothing they can do about it
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The Problem
Heavy menstrual bleeding affects 1 in 5 women -yet most suffer in silence.
Black women are disproportionately impacted, facing stigma and medical bias.
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Target Audience
Who We’re Speaking To
Black women experiencing Heavy menstrual bleeding
Individuals unaware HMB is treatable
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Brand Alignment
As part of our solution, we had to find a client within our agency that we could partner with and potentially pitch the idea to. After going through our company’s portfolio, we aligned with Mirena which is an IUD owned by Bayer who owns most IUD on the market.
We selected Mirena for its relevance:
Treats heavy menstrual bleeding effectively
Long-term, low-maintenance IUD
Trusted by healthcare providers
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Gathering Insights & Focus
Interviews with Black Women on Heavy Menstrual Bleeding (HMB) - Qualitative Research
I raised concerns about unintentionally creating an offensive solution. To ensure empathy and accuracy, we interviewed 10 Black women with heavy menstrual bleeding to understand their lived experiences.
Key Insight:
"Due to unfair treatment in the healthcare system and the pain we go through every month, we need real help."
This recurring theme highlighted a dual struggle: chronic pain and systemic neglect.
HMB is not JUST a period
“I wish I could have dug my hand into my body and removed my uterus. That’s how painful it is.”
“I had to get picked up from school because I couldn’t withstand the pain.”
“I prefer working from home so I can suffer in silence. It’s sad but convenient.”
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Concept Ideation
From Insight to Idea
What if we could turn period pain into a powerful message?
What if art could spark connection?
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The Campaign
My Bloody Truth: A Visual Movement
Public murals in key cities
NFC chip links to Mirena + resources
AI-generated Period Portraits
#MyBloodyTruth for social sharing
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Interactive Mural Experience using Ai
An NFC chip next to the mural links viewers to the Mirena website, offering:
HMB resources
An AI-powered “Mad Libs” prompt to generate personalized period portraits
During development, we discovered that AI often censors menstruation-related prompts, underscoring the stigma.
To overcome this, we co-created effective prompts that reflect the real emotions of those with HMB.
Users can:
Receive their portrait + Mirena’s discussion guide via email
Share on social using #MyBloodyTruth to raise awareness
This platform empowers users to express their HMB experience through art and spark conversations with providers.
User scans NFC chip
Mirena’s treat HMB page for Mad Libs prompt
AI generated period portraits
Period portrait emailed with doctor discussion guide
Shareable content on social meda
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Changing the Narrative
This isn’t just awareness—it’s empowerment.
A platform to be seen, heard, and healed.
