To draw attention to ThermaCare Menstrual HeatWraps, we gave menstrual cramps to a new and unsuspecting group of victims: men.

The campaign began with small space ads seeking volunteers for a study of male cramps. Readers were led to a fictional institute dedicated to researching male menstrual cramps.Next came a faux documentary on ifilm and youtube, 'proving' that male cramps had altered historical events. In a second series of films, Dr. Gerhard Fardel studied 4 sufferers of male cramps.Finally, Fardel announced a cure for male cramps – ThermaCare – suggesting that they might also be effective for women.