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McCann Worldgroup: TherapeuticsMD’s “Reign” ad is changing the way we view traditional pharmaceutical campaigns

Menopause. The last great societal stigma of a woman’s life. Not only do people not like to discuss it. Often times doctors won’t address it or give it the time it deserves. And even menopausal women themselves suffer in silence through its painful symptoms. With Long May She Reign, TherapeuticsMD, Inc. is introducing menopausal women to IMVEXXY, an estrogen vaginal insert that can relieve moderate to severe painful sex due to menopause.

And the best way to tackle an ignored medical issue and underserved population of patients is to stop the stigma in its tracks. Be bold about the fact that women over 50+ years old are vibrant and in control of their lives. Talk about the problem, and more importantly, the solution, in empowering ways that recontextualize what a menopausal woman looks, acts and feels like in 2021. And finally do all of this by adhering to the constraints of a traditional pharma campaign while creating something that is anything but.

This is “Long May She Reign”. A world where the menopausal vagina is Queen. And IMVEXXY is her ally, so she can conquer the bedroom for the rest of her reign.

The “Reign” advertising campaign is debuting in Q2 2021 and will appear on social and digital properties where women are already seeking health information. You can view the advertisement at:

IMVEXXY (estradiol vaginal inserts) is a prescription medicine that contains an estrogen hormone in a vaginal insert. It is used after menopause to treat moderate to severe painful intercourse, a symptom of changes in and around your vagina, due to menopause.


Using estrogen-alone may increase your chance of getting cancer of the uterus (womb).
Report any unusual vaginal bleeding right away while you are using IMVEXXY. Vaginal bleeding after menopause may be a warning sign of cancer of the uterus (womb). Your healthcare provider should check any unusual vaginal bleeding to find out the cause.
Do not use estrogen-alone or with progestins to prevent heart disease, heart attacks, strokes, or dementia (decline of brain function).
Using estrogen-alone or with progestin may increase your chances of getting strokes or blood clots.
Using estrogen-alone or with progestins may increase your chance of getting dementia, based on a study of women 65 years of age or older.
Using estrogens with progestins may increase your chances of getting heart attacks or breast cancer.
Talk to your doctor regularly about whether you still need treatment with IMVEXXY.


have unusual vaginal bleeding.
currently have or have had certain cancers.
currently have or have had blood clots.
had a stroke or heart attack.
currently have or have had liver problems.
have been diagnosed with a bleeding disorder.
are allergic to IMVEXXY or any of its ingredients.
think you may be pregnant.


Tell your healthcare provider about all of your medical conditions, including if you:

have any unusual vaginal bleeding.
have asthma (wheezing), epilepsy (seizures), diabetes, migraine, endometriosis, lupus, angioedema (swelling of face and tongue), problems with your heart, liver, thyroid, kidneys, or have high calcium levels in your blood.
are going to have surgery or will be on bed rest. You may need to stop using IMVEXXY.
are breast feeding.
Tell your healthcare provider about all the medicines you take. IMVEXXY may affect the way other medicines work, and other medicines may affect how IMVEXXY works.


● headache ● breast tenderness or pain ● nausea and vomiting

The risk information provided here is not complete. To learn more, talk about IMVEXXY with your healthcare provider or pharmacist. The FDA-approved product labeling can be found at

You are encouraged to report negative side effects of prescription drugs to the FDA. Visit, or call 1–800-FDA-1088. You may also report side effects to TherapeuticsMD at 1-888-228-0150.
Other credits


TherapeuticsMD, Inc.

Dawn Halkuff, Chief Commercial Officer

Kristen Landon, VP of Marketing

Erika Guay, Senior Director, Brand Marketing

Roz Silbershatz Tomas, Director, Brand Marketing

McCann New York

Darla Price, EVP, Executive Account Director

Lea Mastroberti, SVP Group Account Director

Dana Markiewicz, Account Director

Rachel Wexler, Account Supervisor

Lydia Dembert, Assistant Account Executive

Maru Kopelowicz, EVP, Executive Creative Director

Armando Flores, SVP Group Creative Director

Sara Worthington, SVP Group Creative Director

Adam Koehler, Creative Director

Mikey Harmon, Associate Creative Director

Margaret Webber, Senior Copywriter

Dina Zolan, Senior Art Director

Anna Andreis, SVP Group Strategy Director

Whitney Bryan, VP Director, Communications Strategy

Claire Stewart, Senior Strategist

Nallely Ramirez, Digital Project Manager

Lauren Bauder, Integrated Producer

Wilmien Blake, SVP, Director of Business Affairs

Contrast Eye

Osei Kakari, Executive Producer

Linda Kattam, Managing Director

Paul Papanek, Line Producer

Good Kids Productions

Patricia D’Intino, Service Producer


Corina Dennison, Executive Producer

JK Carrington, Editor

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