There is a reality that exists where women struggle with recurring UTIs—the kind that come several times a year and you can’t seem to get rid of, no matter how many ways you try. These women are left feeling frustrated, embarrassed, tired, and hopeless. The recurring UTIs are actually due to antibiotic resistance—something that a gallon of cranberry juice won’t fix. Luckily, there is relief coming to market, in the near future; a drug that has a potent formula that tackles the issue, giving relief to the women who suffer from recurring UTIs.

For this direct to consumer campaign, we wanted to show that we understand the frustration and hopeless feeling that comes along with having a recurring UTI. By using the method of “laugh to keep from crying”, we decided to think outside of the box and use humor to speak to our audience. We thought, “what if this woman was so sick and tired of all of these different failed methods of trying to get rid of this UTI, that she just resorted to witchcraft, thinking THAT is the only thing that will solve her problem at this point.”

Women with recurring UTIs would come from far and wide to seek relief from the Witch (turned spokesperson), just to find that they aren’t cursed, they have antibiotic resistance. This cheeky Witch is only trying to do her job—you know, heal broken hearts and lift hexes. She has now been asked to work her magic for all of these desperate women with recurring UTIs and she is here to tell them, '“You don’t need witchcraft…you need this (BRAND)!”