February 3, 2022 — Hologic, Inc., an innovative medical technology company with a primary focus on improving women’s health, today announced details of its first national direct-to-consumer advertising campaign. The campaign will launch with a 30-second spot on NBC during “Big Game” on February 13, 2022, and will run during the Winter Olympics on NBCU’s television and digital channels.
The television ad, titled “Her Health Is Her Wealth,” includes 30- and 15-second spots and features Grammy-winning and Oscar-nominated artist, actress and producer Mary J. Blige. Created by CHÉ Creative and directed by Child., the ad shows how despite Blige’s busy life, as she travels from set to studio, gym and boardroom, she still takes time out of her job. time for her annual visit to Well-Woman.
The campaign comes at a pivotal time, as recent research shows staggering numbers of women have missed annual breast and cervical cancer screenings during the COVID-19 pandemic.1 Additionally, a survey conducted by Hologic in January 2022 found that nearly 50% of women ages 16-54 have not seen a healthcare professional for a medical exam in the past year.2
“As a leader in women’s health, we are acutely aware of the barriers women across the country face when it comes to making their health a priority – during the pandemic and in the beyond,” said Steve MacMillan, Chairman, President and CEO of the company. . “We wanted to remind them that no matter how many responsibilities they take on each day, nothing is more important than finding the time to prioritize their health. And we knew the best way to do that was to bring together a daring team of women to do it in an authentic and impactful way.”
The diverse female-led team behind the campaign
The team behind the campaign was led by Jane Mazur, vice president of corporate communications at Hologic, and includes several powerful female-led partners, including:
- CHE Creative: A full-service, culturally-led advertising and marketing agency based in Brooklyn, CHÉ is proud to be 100% black female-owned and female-led and a sanctuary for the best and most underrepresented talent. Of the industry. Executive Creative Director Gabrielle Shirdan has had the honor of creating work for major brands and is proud to mentor black creatives and women in advertising.
- child.: Born into an observant family in Shreveport, Louisiana, child director/artist. has lived his whole life surrounded by music, art and spirituality. After starting her career as a photographer and creative director as a child. made a name for itself with its bold, stylized aesthetic, lush use of light and color, and a storytelling sensibility infused with the dreamy gothic lyricism of the African-American South.
- Little Minx: Since 1998, Little Minx has championed the careers of exceptional filmmakers who innovate with creativity and intelligence. As a certified female-owned production company, they have embraced diversity in their roster, crews, and staff for 24 years.
- Communications Cheryl Overton: This black woman-owned company is responsible for the strategy and integration of Hologic’s Well-Woman campaign. They brought together the creative and execution team that developed “Her Health is Her Wealth,” the paid media plan, and the marketing communications efforts needed to support the integrated campaign.
“I firmly believe that a woman’s health is her wealth, and I’m proud to be part of this important campaign that puts that message front and center on the biggest stage in the world,” Blige said. “I want women everywhere to know that true love means putting yourself first and prioritizing your annual screenings.”
Beyond the broadcast spot, the campaign includes robust digital and social activations driving viewers to ScreeningsForHer.com, a digital experience providing health information and Well-Woman exam resources for women and those who have them. support. ScreeningsForHer.com offers content about annual screenings – what they are, what they test, what they tell a woman about her health – at different stages of life. Above all, it connects women with counseling so they can approach their next annual screening with authority and confidence. Launched with the TV ad, the site will continue to evolve throughout the year, incorporating new tools and services to connect women to information and access to diagnostic care, regardless of geography.
2 Well-Woman Review Survey, conducted by Hologic, Inc. via Pollfish, January 2022.
For more information: www.hologic.com
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