In order to show women how their emotional state is during the menstrual period, we made a recording of an angry female voice, and used it instead of the regular recordings played on car park barriers at shopping malls. This anger was perceived by the tone of the voice and the harsh speech that came from the car park barrier. The goal was to alert them of the need to get rid of the cramps by taking Buscofem.

In the menstrual cramps medicines Brazilian market there are other brands with more tradition, financial investment and recognition than Buscofem. Based on this context, the campaign was an opportunity for the brand to be more close to the public using a considerably lower budget than its competitors, and still making women think about how menstrual cramps can affect their daily lives