By Mary Knight, Executive Creative Director
Can I be candid? Good. Because we’re about to talk about Girl Stuff. Yep. Night sweats. Morning sickness. Hot flashes. Previously undiscovered chin hairs. You name it. For centuries, these subjects have been taboo. But right at this very moment, there are around 208 million pregnant women on this planet. And in less than 10 years, there will be over 1.1 billion postmenopausal women.
These my friends, are numbers too big to ignore.
So as a real, live woman, I’m going to weigh in with an opinion here. And that opinion is that flowery clichés and hallway whispers aren’t getting the job done. We deserve honest, unabashed information around the two biggest health issues women will likely face in their lifetimes.
That’s why I’m proud to be a part of the new Women’s Services campaign for MultiCare Health Systems. They are, in my humble opinion, leading the pack when it comes to talking to women in an honest, believable way.
Breaking this month, our Girl Stuff campaign targets both women in the Fertile Years as well as the Hot Flash Years with Pandora Radio, banners and Facebook advertising.
After catching a girlfriend’s attention with lines like “Was that the baby kicking or the spicy burrito I had for lunch?” the campaign invites women to download their very own Girl Stuff Guidebook at MultiCare.org. The first Guidebook focuses on women of childbearing age and offers information on midwifery, birth centers, even virtual visits. (We’re talking useful stuff here, not advice from the well-meaning stranger at the post office.) Volume Two tackles former taboos like incontinence, sex drive issues, even the unwanted hair growth many women experience during the menopause years. The messages are brought to life with original illustrations created by Edwin Fotheringham.
The campaign’s goal is to make sure women understand that they’re not in this alone. Our bodies change. Whether we’re having babies or battling hot flashes, MultiCare is there for us. With us. To help us navigate those changes with not only their expertise, but also with a smile.
We hope it brings a smile to your face, too.
Click here to see the work and download you very own Girl Stuff Guidebook.
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Health Care