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Hydrovit Intimcare is a range of medical products for intravaginal care by Target Pharma, designed to provide hydration, protection, and relief for every woman, at every stage of her life. The brand entered a category shaped not only by functional needs, but also by social taboos, discomfort, and a lack of representation. From the very beginning, it was clear that the goal was not simply to raise awareness of a new product, but to create a safe space where women could recognize their own experiences and speak about them without shame.
The Challenge
How do you talk about something no one has learned to say?
The intravaginal care category is surrounded by deep social silence. Research revealed a significant gap between the reality women live and what is considered acceptable to be said publicly. Intravaginal care remains one of the greatest taboos, leaving women to face their needs on their own.
Women experience symptoms, discomfort, and changes, yet avoid expressing them even to those closest to them. For Hydrovit Intimcare, the challenge was not merely to stand out in a competitive space, but to break through a cultural barrier and create dialogue where there had only been silence.
The Creative Idea
I never said it, but I live it
The central idea of the campaign was built around human experience. Three women of different ages speak for the first time about what they feel, without directly naming the subject. Their words are personal, honest, and emotionally charged, allowing the audience to relate before the true essence of the story is revealed.
The campaign’s aesthetic follows a documentary-style approach, with minimal lighting, natural visuals, and pauses that allow space for emotion. The camera observes without interfering, creating an atmosphere of trust and intimacy. In this way, the message is conveyed with authenticity and respect.
