AbbVie’s Endometriosis Disease Awareness Ad Campaign Highlights Painful Condition

A new disease awareness campaign for endometriosis states that one in ten women have the painful condition – in which the uterine lining grows outside the organ – but many are undiagnosed. AbbVie’s SpeakENDO commercial urges women experiencing pelvic pain to speak up about their symptoms when seeing their gynecologist.

The SpeakENDO commercial features a young woman speaking to her doctor about experiencing pelvic cramps. While she initially downplays her pain, her doppelganger eventually encourages her to tell her doctor about the extent of her symptoms.

AbbVie based the encounter presented in the ad on research of over 1,000 women who have been diagnosed with endometriosis, or who are experiencing symptoms such as painful periods, pelvic pain outside of menstruation and painful intercourse. Since women are told that pelvic cramps are just a normal part of having their period, many don’t seek out medical care for the pain, and often downplay their symptoms when they do.

The SpeakENDO commercial features TV spots, along with radio, online and social media ads.

“Despite being one of the most common gynecologic disorders in America, there is a lack of awareness and prioritization of endometriosis as an important women’s health issue,” an AbbVie spokeswoman told FiercePharma. “The target audience for SpeakENDO is women of reproductive age who suffer from symptoms associated with endometriosis, but we also hope to elevate widespread awareness of the disease given its prevalence.”

AbbVie is currently codeveloping a drug candidate, elagolix, with Neurocrine Biosciences to treat endometriosis. The drug is currently in Phase III trials, and received FDA priority review in October.

Allergan and Gedeon Richter’s Esmya is also in Phase III clinical trials. Competitor Enteris BioPharma is developing an oral formulation of the synthetic hormone, leuprolide, which is already approved to treat endometriosis.

“Many women have contacted AbbVie directly expressing gratitude for the SpeakENDO campaign,” said the AbbVie spokeswoman. “We hope SpeakENDO.com becomes a go-to resource for women who want to learn more about endometriosis, those trying to find out what may be causing their symptoms and women already diagnosed with endometriosis.”