---
title: Ward6 | Case study | Marketing a menopause relief product doesn't have to be all hot and sweaty
description: Work | We used creativity with insight to engage doctors that dismissed tired imagery of hot, flushed women and delivered a message of change for women suffering from menopause.
---

[Ward6 ](https://www.ward6.com.au/?hsLang=en)

Our work

Pfizer — Abandon the fan

## Don't sweat it

Flushed and sweaty women attempting to get some relief from a fan. We played on this tired, traditional imagery and created an unbranded campaign to prepare the market for an entirely new class of menopausal hormone therapy. The Abandoned Fan was launched in press, mock editorials, social, online video content and ambient installations.  

**Global Awards — Finalist**  
**Lisbon Health Awards — Bronze x 2**

[View our capabilities](https://www.ward6.com.au/services#our-services)

[Contact us to see the full case study](https://www.ward6.com.au/contact?hsLang=en)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/1-Abandon-the-fan-1200x675-V7.jpg)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/2-Abandon-the-fan-1200x675-V68.webp)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/3-Abandon-the-fan-1200x675-V66.webp)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/4-Abandon-the-fan-1200x675-V64.webp)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/5-Abandon-the-fan-1200x675-V67.jpg)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/6-Abandon-the-fan-1200x675-V63.webp)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/7-Abandon-the-fan-1200x675-V62.webp)

![Abandon The Fan](https://www.ward6.com.au/hubfs/Ward6_March2024/images/8-Abandon-the-fan-1200x675-V65.webp)

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[Previous](https://www.ward6.com.au/work/projects/dont-let-flu-catch-you?hsLang=en) / [Next Project](https://www.ward6.com.au/work/projects/ou-loud-mate-peter?hsLang=en)

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