Varicose and spider veins are ugly and often painful. Nearly half of all women get them. Close to a third of all men too. Most people don’t seek treatment. Instead, they hide their body and feel shame for something entirely out of their control.
With an art director, I created “Save the Shame” for Vein Clinics of America. The idea was to fight stigma with laughter, to deflate the stress of the problem while offering a solution. For VCA, this meant growing the pie of people willing to get treatment while growing their share of that same market.
The campaign was to be played out over a variety of media new and old. We hired improv comediennes to play with the topic in TV spots. We created a social media campaign to generate stories of unfortunate ways people hide their legs. Sample tweets:
- Casually used Macy’s tester make-up on the back of my knees. #savetheshame
- Tried to get my office to drop Casual Fridays for Amish ones. #savetheshame
- Was the only bridesmaid in a pantsuit #savetheshame