Maxwellia Launches TV Campaign for Evana Heavy Period Relief

Alderley Park, UK – March 6 2025 – Maxwellia is breaking new ground with the launch of its first-ever TV campaign for Evana®, an over-the-counter treatment for heavy menstrual bleeding. The advert, airing on Channel 4 on Saturday 8th March, is a bold step towards raising awareness and destigmatising conversations about menstrual health while offering women an accessible solution to a widespread but often ignored issue.

“We know that heavy periods are more than just an inconvenience—they can impact a woman’s work, social life, and overall wellbeing. Yet, for too long, they’ve been overlooked in mainstream healthcare discussions. This campaign aims to change that,” says Issy Parry, Evana Brand Manager.

Shining a Light on Heavy Periods

For too long, heavy periods have been dismissed as a mere inconvenience, yet they can have a significant impact on women’s daily lives. Research shows that 91% of women experience heavy periods at some point in their lives, with nearly half describing their bleeding as severe.[1] This can make it difficult to carry on with everyday activities, including work and social life.

The economic impact of heavy periods is substantial, with absenteeism alone costing the UK economy £4.7 billion per year. Additionally, many women feel they must push through their symptoms – 45% of women with heavy periods wanted to take time off work but feel unable to do so, leading to presenteeism. This contributes to an additional £418.1 million per year in lost productivity.[2]

Underlying the economic cost is a very real anxiety, often described as ‘flood fear’, that many women with heavy menstrual bleeding experience. This can manifest in different ways—from constant worry about leaking to concerns about accessing a bathroom when out and about or even questioning whether leaving the house during their period is feasible at all. “This fear isn’t talked about enough,” adds Kim Wathall, Head of Marketing at Maxwellia. “We wanted to bring it to life in a way that’s bold, honest, and completely unfiltered.”

The Evana campaign tackles these issues head-on, featuring real-life scenarios of unexpected leaks and the struggles women face due to heavy menstrual bleeding. The advert emphasises that women no longer need to suffer in silence. By making tranexamic acid available over the counter, Evana is providing women with the opportunity to manage their symptoms effectively, reducing heavy menstrual bleeding by up to 60% and offering relief to women without the need for a GP appointment.[1]

A Different Lens

This campaign – “The Uninvited Guest” – tells the story of Olivia, a woman dealing with the realities of a heavy period. She wakes up to find she has bled through to her sheets. Her heavy period is personified as a woman in red lying beside her, symbolising the overwhelming presence of her symptoms. As Olivia moves through her day, her period wreaks havoc: pads and tampons rain down on her, highlighting the excessive use of period products that many with heavy bleeding experience.

Later, while attempting to go for a jog, Olivia is once again joined by her period—causing her to leak through her running leggings. Again, we see real blood, real leaks—challenging the outdated use of blue liquid to represent menstruation and refusing to shy away from the reality of heavy periods. “This is the reality of menstruation, and it shouldn’t be hidden,” says Parry. “If we can show blood from a cut or a nosebleed on TV, why should periods be any different?”

Finally, Olivia returns home and takes Evana. Her period noticeably relaxes. While still present, she is now manageable. In the closing scene, Olivia and her period sit side by side on the sofa—unlikely friends, but no longer adversaries. The message is clear: Evana empowers women to take control of their heavy periods, making them something they can manage rather than endure.

A New Era in Women’s Health Marketing

Maxwellia has built a reputation for breaking the mould in healthcare marketing. From our HyperGram campaign for Ultravana®, which showcased 3D holographic visuals of blood, to Project Lipstick, which transformed the way menstrual cycles are communicated, we are dedicated to challenging outdated norms. Now, with Evana’s Channel 4 campaign, we are taking this commitment further—bringing period blood onto national television and ensuring menstrual health is no longer a hidden topic.

“We’re not just launching a product—we’re changing the conversation around women’s health,” says Wathall. “Women have been told for too long that suffering through heavy periods is normal. It’s time for that to change.”

Even more exciting, the ad will also be repurposed for a national YouTube campaign—expanding the reach of our message to an even wider audience.

“We are proud to be at the forefront of this movement,” said Anna Maxwell, CEO of Maxwellia. “By putting heavy periods in the spotlight, we’re not just launching a product—we’re changing the conversation. Women have been told for too long that suffering through heavy periods is normal. It’s time for that to change.”

You can watch Evana’s TV advert for yourself below.

The Uninvited Guest - Evana TV Campaign

Evana® Heavy Period Relief 500 mg tablets. Tranexamic acid. Ultravana® Period Pain Relief 250 mg Gastro-resistant tablets. Naproxen. Always read the label.

References:

Wellbeing of Women. (2024, April 26). Launch of “Just a Period” campaign. Wellbeing of Women. https://www.wellbeingofwomen.org.uk/news/launch-of-just-a-period-campaign/
NHS Confederation. (n.d.). Women's health: The untapped potential for economic growth. NHS Confederation. https://www.nhsconfed.org/publications/womens-health-economics
Leminen, H., & Hurskainen, R. (2012). Tranexamic acid for the treatment of heavy menstrual bleeding: Efficacy and safety. International Journal of Women's Health, 4, 413–421. https://doi.org/10.2147/IJWH.S31551