Piles are difficult to talk about. They are taboo. People find the subject matter embarrassing, so avoid talking about them. The lack of talking about the problem has led to consumer confusion and increased suffering. Despite 1 in 2 people suffering from piles at some point in their life, 52% of frequent sufferers do not treat at all. Many people don’t understand what piles are, or how easy they are to treat. The Gate set out to change that with the team at Church & Dwight responsible for Anusol.