BRAND POSITIONING, DIGITAL, INTEGRATED CAMPAIGN > Creative Director/ Copywriter. Maybe it’s not the sexiest name (or category), but it's not often you're invited to take on healthcare for Portland’s foremost, widely-respected, ladyparts provider. The inspired new voice and identity was activated across digital and social channels, targeted outdoor, transit and activations downtown and in the burbs.
Through discovery, we learned that even the most familiar images of women in everyday life, can be polarizing; especially for millennials. We leveraged the power of words instead, to say that no matter what your experience is or what your position may be, WHA is there to take care of you, minus the judgment or healthcare jargon.
We went to work creating the "Journey well" brand platform and identity. From the poignant to playful language, to the bold, graphic style, the campaign is designed to stand out from the clinical and sterile vibe of other healthcare providers, and ultimately reinforce WHA’s commitment to “liberating options” for all women—we accept women without judgment and provide the support and information they need to make decisions that are right for them.
Grassroots efforts led us to partner with a local bike delivery company to deck out their bike in hot pink and distribute “ladybits bags,” including nail polish, tampons, and maxi pads at local community events as well as at predominantly female staff offices.
• 25.3M impressions throughout Portland
• 853% increase in post engagement
• 510% increase in Facebook post shares
• 196% increase in Facebook followers
• 1000+ Ladybits bags distributed to women in need