Project: Banking on Women's Health
The Big Idea: Your Pain is valid
Women are told they live longer than men, but no one talks about the quality of those years—the silent battles, the dismissed pain, the medical gaslighting. This campaign was conceived not as an advertisement, but as a manifesto. It’s a declaration that women's pain is real, their health is a priority, and it’s time to stop accepting "uncomfortable" as an answer.
My Creative Vision & Execution
My vision was to create a film that felt less like a commercial and more like the beginning of a crucial, long-overdue conversation. I wanted to validate the shared, unspoken experiences of millions of women and position Healthtracka as their fiercest ally—a brand that listens, believes, and provides a path forward.
To achieve this, the execution was built on a foundation of strategic contrast and emotional escalation.
Strategic Breakdown
Campaign Goal & Achievement:
The primary goal was to move Healthtracka beyond a transactional service and establish it as a mission-driven, category-defining brand. We aimed to forge a deep, emotional connection with women by validating their experiences and acknowledging their unique perspectives. The commercial achieved this by creating a powerful sense of "they get it," positioning Healthtracka not just as a provider of health tests, but as a crucial advocate in a broken system.
The primary goal was to move Healthtracka beyond a transactional service and establish it as a mission-driven, category-defining brand. We aimed to forge a deep, emotional connection with women by validating their experiences and acknowledging their unique perspectives. The commercial achieved this by creating a powerful sense of "they get it," positioning Healthtracka not just as a provider of health tests, but as a crucial advocate in a broken system.
Target Audience:
Modern women, primarily aged 25-55, who are digitally native and often feel underserved or misunderstood by traditional healthcare. They are informed, proactive, and seeking solutions that respect their intelligence and validate their lived experiences. They are the "Chief Medical Officers" of their households who have been forced to become their health advocates.
Modern women, primarily aged 25-55, who are digitally native and often feel underserved or misunderstood by traditional healthcare. They are informed, proactive, and seeking solutions that respect their intelligence and validate their lived experiences. They are the "Chief Medical Officers" of their households who have been forced to become their health advocates.
Impact Goals:
Ignite Conversation: To create a shareable piece of content that sparks dialogue around medical gaslighting and the women's health gap.
Build Brand Trust: To establish Healthtracka as an authentic, empathetic authority in women's wellness.
Drive Action: To translate emotional resonance into tangible action, encouraging women to explore Healthtracka's proactive health solutions.
The Key Takeaway / Call to Action:
The core message is twofold: Your pain is valid, and you have the power to take control. The campaign culminates in the clear, empowering call to action: It's time to bank on women's health.
The core message is twofold: Your pain is valid, and you have the power to take control. The campaign culminates in the clear, empowering call to action: It's time to bank on women's health.
