MAXWELLIA UNVEILS BOLD PERIOD PAIN CAMPAIGN
AT WATERLOO TRAIN STATION
Alderley Park, 19th August 2024
Maxwellia, the pioneering consumer healthcare company, is launching a week-long high-impact out of home activation at Waterloo Train Station in London, showcasing its new period pain brand, Ultravana®. This innovative campaign employs HyperGram 3D technology to deliver a powerful visual experience, aiming to normalise conversations around periods and raise awareness about available treatments.
HyperGram, a cutting-edge media solution provided by Disturbed Media Group, utilises the latest development in 3D technology by HyperVsn to captivate audiences and convey impactful messages. The activation at Waterloo Train Station is a testament to Maxwellia's commitment to breaking taboos and challenging norms in the healthcare industry.
Anna Maxwell, CEO of Maxwellia, commented, "As a start-up, we are making waves in the consumer healthcare industry with meaningful innovation in self-care and our challenger-brand mentality is prevalent in the way we market our brands too. Our aim is to bring attention to important health topics with impactful and forward-thinking campaigns that elicit a reaction and get people talking. We believe that HyperGram’s unique media platform allows us to do just that."
Ultravana®, the star of this campaign, contains the active ingredient naproxen, offering up to 12 hours of relief from period pain. The campaign's bold visuals along with the thought-provoking tag line ‘Don’t take your period lying down’ are designed not only to catch the eye but also to initiate conversations about menstrual health, encouraging women to recognise that they don’t have to put up with the disruption that period pain can bring.
Disturbed Media Group co-founder, Bailey Young added: “We are delighted to work with Maxwellia on this activation. Our holographic technology allows brands to communicate with its customers in a completely revolutionary way, and it is great to see it being used to share such an important message for women’s health.”
In addition to the Waterloo activation, Maxwellia has also begun rolling out its ‘Period Talk’ social media campaign this week. This series features videos and voice notes from women of all ages sharing their menstrual health experiences – whether they be embarrassing, painful, or positive, aiming to further destigmatise periods. Through these authentic stories, Maxwellia hopes to foster a more open and supportive dialogue about menstrual health.
Kim Wathall, Head of Marketing at Maxwellia, commented, "Until recently, discussing your period publicly would have been unthinkable. But the tide is beginning to turn as women and people with periods recognise that they no longer have to 'put up and shut up'. I’d love to get to a place where everyone has the confidence to talk about their menstrual health openly and honestly, and not be afraid or ashamed to ask for help if they need it. I hope that our brands and marketing campaigns can contribute towards making that happen."
You can visit Maxwellia’s Ultravana® activation at Waterloo train station from today (19th August) until Saturday 24th August, or view the Period Talk campaign on our website. Ultravana® is available to buy now in pharmacies nationally or online at evanaperiods.com.
Ultravana® Period Pain Relief 250 mg Gastro-resistant tablets. Naproxen. Always read the label.