Orilissa: Get in the Know about the ME in Endometriosis

AbbVie was in phase two clinical trials for Orilissa (elagolix), the first oral drug to treat pain associated with endometriosis, and wanted consumer and professional awareness of the fact that 1 in 10 women suffer from endometriosis ahead of FDA approval.

Spearheaded by GCW's Donna Fontana, a multi-tiered disease state awareness campaign was created — Get in the Know about the ME in Endometriosis — featuring celebrity spokesperson Julianne Hough. It was designed to educate about the disease and to empower women to open a conversation with physicians, family and friends about symptoms.

The strategic insight was the gap: endometriosis is one of the most common gynaecological diseases in the United States, and there was little to no knowledge of it among the women who had it.

The campaign produced an extensive amount of consumer and professional media coverage, which helped the drug secure priority review and ultimately timely FDA approval. The messaging then became the foundation for the advertising creative, Speak Endo, keeping the message consistent for the point at which the drug could be named. The campaign received numerous PR awards.