TASK

With our long-standing client, Medical Complex “Dr. Shterev”, we were tasked with communicating the launch of their new Endometriosis Center and increasing public awareness about its existence and purpose.

PROBLEM

Endometriosis is an invisible chronic illness affecting 1 in 10 women. Despite its severity, many women are dismissed by healthcare professionals and told their pain is “normal” or exaggerated. Years can pass before receiving a proper diagnosis, while their suffering remains unseen, unrecognized and unsupported.

INSIGHT

Invisible pain is real and needs validation to be seen, believed, and taken seriously.

SOLUTION

In Bulgarian public transport, dedicated seats exist only for mothers with children and disabled people. There is no place for invisible conditions, which is why, together with Sofia Urban Mobility Center, we created the first seat for women with endometriosis - a visible symbol for an invisible pain. Real quotes from women describing their pain were branded on the public tranpsort stops, making people pause and think. To make the pain tangible, we also created ambient posters entirely built by hand, incorporating wires, nails, and cut vinyl to turn the dismised pain into something impossible to ignore.