Social taboo meant that haemorrhoid sufferers were avoiding treatment. An innovative approach to insights emboldened the category leader to behave like a challenger, with a humorous campaign that broke brand and category norms. TV and VOD maximised emotional engagement, and a small budget was invested smartly in high-attention shared-viewing to normalise the issue. The campaign drove a historic share high and a 22% revenue uplift; grew the category while competitors declined; and engaged people with a taboo subject. With an investment of £1.95m for two waves, communications delivered a revenue ROMI of £1.29 and a projected long-term profit ROMI of £1.74 for every £1 invested.