This graphic campaign by OM Pharma takes a bold and artistic approach to representing three often-taboo yet common medical conditions: hemorrhoids, venous insufficiency, and heavy menstruation. Through the use of surreal and metaphorical visual language, each piece in the campaign combines anatomical references with powerful natural elements such as erupting volcanoes, rough terrain, or flowing rivers to evoke the sensations, discomfort, and emotional weight that patients often experience.

Rather than relying on clinical imagery or sterile explanations, the campaign humanizes these conditions by tapping into universal symbols from nature. A burning volcano might represent the intense irritation of hemorrhoids, while a winding river or fractured earth may reflect the heaviness and disruption caused by menstruation or venous issues. This deliberate visual metaphor not only captures attention but encourages a deeper emotional engagement with the subject matter.

The creative strategy behind this work seeks to shift public perception. By portraying these conditions in a visually compelling and relatable way, OM Pharma aims to raise awareness, reduce stigma, and open the door to more compassionate conversations. Additionally, the use of nature as a storytelling device subtly reinforces the idea that these are natural, manageable aspects of human health not sources of shame.

Titled Run Away From, the campaign was launched in Switzerland in March 2024 and was developed by the agency BBA Ecuador. It is part of an OOH and print media effort in the pharmaceutical sector and includes three striking visual executions.