Ghosted by Desire
Date
2018–2020
Service
Consumer AOR
The Challenge
In 2019, Hypoactive Sexual Desire Disorder (HSDD) was a medical condition nobody wanted to name. Women weren't just suffering from low desire — they were suffering from the stigma.
The Solution
From Medicine Cabinet to Nightstand. To break the taboo, we looked at the beauty industry. We purposefully designed the Vyleesi identity and packaging to look like a high-end skincare product—something a woman would proudly display on her nightstand rather than hide in a drawer. We wanted Vyleesi to be a seamless part of a nighttime routine, not a "shameful" medical intervention.
We tackled the launch in two distinct phases: Unblush & Ghosted.
Ghosted
Post-FDA approval, we launched "Ghosted by Desire." The term resonated instantly. When you're ghosted, you're not just sad—you're pissed off. You want answers and you want to take action. "Ghosted by Desire" became the top conversation starter for field reps and effectively killed the "Female Viagra" nickname the media (and our competitors) were trying to force.
Unblush
Unblush (Disease Awareness): Six months before the drug's approval, we created "Unblush." We avoided medical sites like WebMD and partnered with lifestyle giants like Conde Nast and Scary Mommy. We met women where they already talk about sex. The phase culminated in a women-only "Girls' Night Out" event with Conde Nast. Tickets sold out in under 24 hours, shattering their internal records and proving women were desperate for this conversation.
The Result
The response was electric. Female gynecologists took to Instagram to voice their support, finally feeling validated after years of HSDD being ignored. This groundswell of professional support silenced concerns about social media backlash.