HealthyWomen

HealthyWomen wanted to build awareness for osteoporosis risks in women over 50 and lay the groundwork for expanded Medicare coverage of DEXA scans. My team created an approachable campaign that could connect with a broad audience to communicate the importance of proactive bone health care. Osteoporosis is a common and often silent disease, but fractures from reduced bone density can dramatically impact quality of life. Most women over 50 aren’t aware of this risk and aren’t discussing preventative measures like DEXA scans with their healthcare providers. HealthyWomen needed to translate complex medical guidance into clear, accessible, and motivating messaging that wasn’t alarmist or patronizing. The audience was large and diverse, so the campaign needed a universal through line to resonate widely. I developed the creative strategy and concept, leaning into nostalgia from the 1980s, an era the campaign’s audience remembers fondly. By showcasing cultural throwbacks, authentic photography, and moments of carefree confidence, the campaign bridged past and present to capture attention, motivating women to take proactive steps for their bone health. Motion and visual storytelling reinforced key messages, making the content more engaging and shareable across social channels. The campaign succeeded in reaching its audience with specificity and clarity, using strategy and creativity to enhance impact and accessibility. HealthyWomen decided to expand the campaign into an ongoing initiative.