The true horror story of endometriosis

This impactful pro-bono campaign for The Menstrual Health Project was developed and filmed in less than two weeks. Intentionally released in time for Halloween, it uses gruesome imagery of flesh being torn from pumpkin to represent the internal tearing and debilitating pain sufferers endure.

Created by TBWA/MCR and directed by Zeynep Oguz through Packer Productions, the film was delivered with a 70 per cent female crew and is titled That Time of the Month – the name ironically highlighting how many endometriosis sufferers live with excruciating pain every single day.

The project aims to break the silence around symptoms that often go unspoken. Endometriosis occurs when tissue similar to the womb lining spreads elsewhere in the body, affecting organs such as the bladder, lungs and spine. With diagnosis times averaging up to eight years and no cure available, early recognition is critical to prevent long-term damage, hysterectomy or other major surgery.

Becci Nadin, Deputy Creative Director at TBWA\MCR said: “1.5 million women are living with endometriosis, yet many wait up to eight years for a diagnosis. Girls as young as nine are often misdiagnosed and wrongly prescribed the pill. That isn’t good enough. Halloween felt like the most impactful and disruptive time to raise awareness of the symptoms that can be so difficult to describe."

The film will be accompanied by a toolkit for endometriosis sufferers and aims to inspire viewers to donate a £3 treat to the donation-led charity.