Ingham County Health Department

The Ingham County Health Department came to us with statistics supporting an overwhelmingly common public health issue: Many women devote so much time to supporting their families that they aren't able to focus on themselves, leading to a number of physical and mental health risks. Women who lack travel resources or are pressed for time are especially at-risk. Our task was to create a multi-media campaign to increase awareness about women's health–convincing women to make time for their own well-being, for a change.

Launching a multi-media campaign is a lot more than sharing content across as many mediums as possible. It requires meeting your target market where they are, and communicating in a way that fits their lifestyles. Simplicity was the answer; it only takes a few words in the middle of a woman's busy day to make a difference, so we kept messaging succinct. By translating content into multiple languages, we were able to effectively reach a variety of audiences.

A funny thing happens when the audience is able to see themselves represented in a marketing campaign: they listen. Custom photography showcased local women from multiple demographics. We made a point to display a variety of moods, from joy to contemplation, to demonstrate the complexity of our target audience. Across many of our campaigns, honesty and authenticity resonate. Because–surprise–they work.