Insight is the basis of effective communication
"Chronic venous insufficiency of the lower extremities" is, translated into a more accessible language, nothing but "feeling heavy legs". From here, it's only a step, to the plastic metaphor we created for the campaign of the “Aesciner” drug by Genexo. The image of a woman who leads an active lifestyle and does not want to let her legs "lag behind" resonates with the perception of the problem by consumers.
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