The challenge was that women over 50 weren’t talking about painful sex after menopause. Not with their doctors, friends or family. And they certainly weren’t doing anything about it.

When you want to raise awareness about such a sensitive and personal topic, you don’t normally think about using humor. But that’s exactly what we did for AMAG when we partnered with Cheryl Hines to remind our audience that it’s natural and something that can be treated.