MARLBOROUGH, Mass.–(BUSINESS WIRE)–Hologic, Inc. (Nasdaq: HOLX), an innovative medical technology company focused primarily 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 TV ad, titled “Her Health Is Her Wealth,” includes 30- and 15-second spots and features a Grammy-winning and Oscar-nominated artist, actress and producer. Mary J. Blige. Created by CHE Creative and led by child.the ad shows how, despite Ms. Blige’s busy life, as she travels from set to studio, gym and boardroom, she still makes time in her schedule for her annual 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.
- Cheryl Overton Communications: 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 am proud to be part of this important campaign that puts this message front and center on the biggest stage in the world,” said Ms. Blige. “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.
About Hologic, Inc.
Hologic, Inc. is a medical technology innovator primarily focused on improving the health and well-being of women through early detection and treatment. His advances include the invention of 3D mammography to fight breast cancer; leadership in screening for cervical cancer, sexually transmitted infections, respiratory diseases and the virus that causes COVID-19; and minimally invasive surgical technologies for uterine fibroids and abnormal uterine bleeding. The company also advocates for women through the Hologic Global Women’s Health Index, which provides a roadmap of science-based data to improve women’s well-being, and Project Health Equality, which improves awareness, knowledge of research and access to quality care for underserved women. For more information about Hologic, visit www.hologic.com. Hologic and The Science of Sure are trademarks and/or registered trademarks of Hologic, Inc. and/or its subsidiaries in the United States and/or other countries.
Forward-looking statements
This press release may contain forward-looking information that involves risks and uncertainties, including statements regarding the use of Hologic products. There can be no guarantee that these products will provide the benefits described herein or that these benefits will be replicated in any particular way with respect to an individual patient, as the actual effect of using the products can only be determined. ‘case by case. – case by case. Further, there can be no assurance that such products will be commercially successful or achieve the expected level of sales. Hologic expressly disclaims any obligation or undertaking to post any updates or revisions to any of the statements set forth herein to reflect any change in expectations or any change in events, conditions or circumstances on which such data or statements are based.
This information is not intended to be a solicitation or promotion of products where such activities are prohibited. For specific information about products available for sale in a particular country, please contact a local Hologic sales representative or write to [email protected].
SOURCE: Hologic, Inc.
1 https://www.cdc.gov/media/releases/2021/p0630-cancer-screenings.html
2 Well-Woman Review Survey, conducted by Hologic, Inc. via Pollfish, January 2022.
