REAL TALK.
REAL ANSWERS.
HANCOCK HEALTH
This campaign puts the questions women might be afraid to ask front and center, turning these thoughts and conversations into headlines. And it assures women that nothing is too awkward, small, or off-putting to talk about in real ways at Hancock Health.
THE CHALLENGES
SAME BUT DIFFERENT
Maintain organizational brand alignment, but also standout in a way that speaks directly to the target audience.
SENSITIVITY OF TOPICS
Because of the topics being addressed, it’s critical to strike a delicate balance of raw honesty and empowerment.
REAL MEANS REAL
Casting real women in real roles to ensure the authenticity of the content.
THE SOLUTIONS
CLEAR AND SIMPLE
Knowing that we weren’t going to be leaning on their vibrant brand colors, we knew it was essential to keep the creative very clean so that the Hancock Health logo and their typefaces were easy to recognize in the community.
MEET THEM WHERE THEY ARE
Women can be hesitant to keep up with their health for lots of reasons: they’re busy, they have anxiety, they don’t think they’ll be taken seriously, they feel embarrassment, or maybe they just don’t know where to start. By framing the creative around common questions and only search queries, it instantly relates.
STRIKINGLY AUTHENTIC
The goal of this campaign is not simply to be relatable. It’s to stand out, be strikingly authentic, and speak to women on their level in a way that truly resonates. This means no models, more time having conversations when the cameras aren’t rolling, and less polish on the final product.
