Creative Director/ Copywriter. It's not often you're invited to take on healthcare. And, female-focused issues (pre-Me-too FWIW). Add to that, the nuanced audiences of women across the greater Portland area. Women's Healthcare Associates was ready. Grady Britton is no stranger to crafting strong brands.
We went to work creating the "Journey well" brand platform and identity. 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.
The outdoor campaign is a blend of general awareness and community engagement. We messaged for specific healthcare services for 50,000 women across the greater Portland area, while driving home lifestyle messages around WHA’s compassion, empathy, and inclusion—especially on traditionally sensitive or taboo topics.
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.
From the poignant to playful language, to the bold, graphic style, the campaign is designed to be noticed, 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.
WHA's inspired new stand was activated across targeted outdoor, transit, digital and social channels.
Results? Out-of-home, which included billboards, transit, and bike delivery delivered 12,483,954 impressions in a six-month period.
Social engagement increased:
• 93% increase in post engagement
• 45% increase in website visits via Facebook clicks
• 63% follower change increase
• 290% increase in post shares
Beyond impressions numbers, there’s been a groundswell of internal pride. Both WHA employees and patients have commented through various socials and internal email with comments such as, “I have been in 2 interviews this week in which the candidate spontaneously cited that WHA ‘wakes up for women’ as a reason that they want to work for us, and specifically mentioned our anthem as really resonating with them.