SHAME INTO FAME

In Central Asia, hemorrhoids are a condition people do not talk about. Although one in four adults suffers from it, people in Uzbekistan avoid treatment until the very last moment because of shame. Instead of doctors, many choose silence or painful home remedies.

Phlebodia 600 offered a simple solution — treating hemorrhoids with a pill, without painful or invasive procedures. But there was one problem: people were too embarrassed to even ask for the product at pharmacies. So instead of fighting the symptoms, we decided to fight the real cause of silence — stigma.

We created a distinctive mascot that unexpectedly appeared in different places, everyday situations, and relatable life moments where people silently experience discomfort but never talk about it out loud. The mascot became a symbol of an issue society had long ignored — awkward, impossible to ignore, and suddenly present in everyday life.

Through PR content, influencers, the mascot, and everyday cultural moments, the topic started appearing where no one expected to see it. What people had once avoided talking about gradually became part of public conversation.

The more often people encountered the topic, the less shame they felt. Shame turned into recognition, and recognition into open conversation. The campaign reached more than 16 million people — nearly 40% of Uzbekistan’s population. The brand became #1 in awareness within the category, while sales of Phlebodia 600 increased by 71%, proving that sometimes breaking shame matters more than explaining the medicine.

Awards

Baku Flames 2026

GOLD

PR: Integrated PR Campaigns

TAF! 2025

SILVER
Creativity & Craft (Omnichannel and Integrated Communications) — Best Integrated Creative Campaign

SILVER
Media Campaigns — Excellence in Media Strategy

Jolbors International 2025

SILVER
Marketing effectiveness

BRONZE
Marketing strategy

BRONZE
Campaign strategy

Agency:

Synthesis

Creative Director — Farrukh Sharif
Independent Creative Director — Denis Eliseev
Managing Partner, CSD — Alina Mirzaeva
Creative Copywriter — Sadoqat Sultanmuratova
Copywriter — Sergey Gorobtsov
Copywriter — Shohruh Jamoliddinov
Copywriter — Anora Sabirova
Art Director — Vlada Idunova
Designer — Javlon Rakhimjanov
Designer — Sabrina Akrami
Account Manager — Anna Kim
Account Manager — Liya Gerasimova
Account Manager — Daria Gerasimova
Account Manager — Valeria Shamakova

Client:

Laboratoire Innothera International

Global Brand Manager — Dina Ozsayin
Head of Representative Office — Guli Azizova
Marketing Manager — Firuza Khikmatova

Production:

Lunar

Producer — Bogdan Frolov
Executive Producer — Aselya Idayatova
Director — Ivan Proskuryakov
Director of Photography (DOP) — Boris Litovchenko
First Assistant Director (1st AD) — Kamila Khalilova
Production Designer — Mia Mubinova
Props Master — Alex Dimidov
Location Manager — Timur Sagigov
Casting Director — Davlat Norbutaev
Costume Designer — Shakhnoza Muratova
Makeup Artist — Asya Osipyants
Sound Recordist — Rashid Obidov
Post-Production Manager — Kristina Khabarova
Editor — Khodjiakbar Lutfullaev
Technical Editing — Kristina Khabarova
Cleanup / VFX — Aidos Kenzheev, Saddat Pirzhanov
Sound Design / SFX / Recording Studio — Donier Abdullakhanov
Color Grading — Color Kitchen Studio
Administration — Ibrokhim Jalilov
Service Manager — Aziz Rakhimov
Gaffer — Vlad Museev
Camera Operator — Khurshid Khoshimov
Lighting — Bayram Film
Focus Puller / Lenses — Pavel Ryzhkov

Production:

CCH

Creative Producer — Mirolim Obidov
Executive Producer — Yasmin Khamidova
Editor — Sanjarbek Toirjonov
Director of Photography (DOP) — Rakhimov Amin