In January of 2024, Mekanism build a fully integrated campaign for AZO.
Similarly to Estroven, the new campaign uncovers taboos, and takes aim at the way women are made to feel about their health. While these issues (UTIs, yeast infections, and bladder control issues) are common among women, dealing with them is something that many women are skittish about or not willing to talk about, ultimately leading to shame and inaction. The new brand platform, “Care that Goes There” takes that on directly and features three :15 films. The films show two friends in casual conversation about their health issues, but they are continuously interrupted by censors. The films end with the line “Let’s stop treating women’s health like a dirty word.”