According to a study from Deloitte, women are making 80% of household healthcare decisions. As healthcare companies work to make care more equitable, many have been slow to increase focus on women’s health. In response, Hackensack Meridian Health (HMH) has launched a new campaign in partnership with its creative agency of record, Doner, entitled “Ready for Every Body.”
To show there’s no women’s health without care for each woman, the campaign introduces a new way to engage with women about their health. The print and OOH campaign acknowledges the broad spectrum of women HMH cares for, demonstrating how it creates a safe place for each and every one of them to feel seen and heard.
Using real patients, the images give a raw, unfiltered look into the vast differences and unique needs from woman to woman. HMH supports women through emotional and physical challenges alike, from anxiety and postpartum depression to periods and aging.
“Ready for Every Body” highlights that full spectrum and underscores HMH’s commitment to personalized care. The campaign is live today, May 7, across print, OOH, social, and digital banners.
Bi-monthly long-form videos featuring HMH patients discussing an underaddressed topic in women’s health will launch in the coming months. Please see below for quotes, assets, and team credits.
Andrea Addesso, Vice President of Brand Strategy, Hackensack Meridian Health said:
“The ‘Ready for Every Body’ campaign goes beyond one-size-fits-all women’s healthcare. From raw photography to a forthcoming documentary-style film series, we’re sharing unique health experiences, challenges, and victories straight from these women,” . “Everybody has a story, and, with this campaign, we’re showing all the ways HMH’s personalized care changes lives by advocating for all types of women, every stop of the way.”
David DeMuth, Doner CEO said:
“The healthcare industry is not influenced by women; it’s driven by women”. “By working across the healthcare continuum, our team is dialed into the potential complexity women face while managing their health, and we overcome that with ideas that are relatable, personal and actionable.”