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Wear White Again
Awareness Campaign
Relaunch and reinvigorate a continuous awareness campaign for a global leader in Women’s Health, and manage communications to educate, inform and empower those who suffer with Heavy Menstrual Bleeding (HMB).
Did you know that 1 in 5 women in the UK live with Heavy Menstrual Bleeding (HMB)? Yet of those who experience the condition, over 30% have never spoken to their GP? With such a large proportion of potential patients unaware of the wealth of treatment options available, there is a critical need for change.
Global leader in Women’s Health; Hologic, launched the ‘Wear White Again’ awareness campaign in late 2014. Following the COVID-19 pandemic however, there was a need to reinvigorate the campaign – bringing enhanced visibility to the informative messaging and practical toolkit that would educate and empower a new generation of women to seek treatment.
Requiring a suite of powerful assets, emotive communications and omnichannel amplification methods, the campaign had to connect with those historically suffering in silence.
The Results
1.8M Reached on social media
20.4K Google Search Ad Clicks
10% CTR
Our Solution
Having identified the desired audience, established where and how they consume information, set measurable targets and strategy, the creative work began. ‘Be Bloody Confident’ was developed as a contemporary ‘sub-campaign’ that built on the credibility of Wear White Again but with a new aesthetic.
The shift in open and honest communication within online communities has paved the way for more direct language. Periods have long since been a taboo subject. In support of this, initial landscape analysis of of trends within period-related (and wider Women’s Health) messaging, revealed strong and authentic palettes of pink and red and bold statements.
Recognising this seismic change in tone, TMC collaborated with Hologic to explore multiple visual directions that could be extrapolated onto the campaign social channels, website and any public-facing brand materials.
Thought-provoking statistics, impactful type and ‘pop-art’ style assets provided a new, unique identity to Wear White Again, mirroring the current landscape. Directing acquisition from marketing channels towards the website and practical online toolkit, a dedicated campaign landing page was built. This housed features such as a Questionnaire to educate, a Period Diary to inform, and testimonials from real Women to empower.
Nurturing an end-to-end journey
Using tailored messaging that correlates with the most relevant search query, is key to triggering actions for those within the audience. The use of Google Responsive Search Ads enabled TMC to target authentic, emotive questions such as “Why are my periods so heavy?” and pair them with the most relevant landing pages.
Leveraging multiple acquisition tools, including editorial opportunities, backlink strategies and affiliate activity, social media proved the most successful channel in raising the profile of Wear White Again. Serving not only as a tool to share organic and sponsored content, it provided pathways to building relationships with key influencers within the Women’s Health space.
Influencer outreach encouraged those with an established following to become advocates for the campaign. Identified for their audiences and with messaging tailored to support their own content marketing plans, the requests for sharing and support proved successful in boosting visibility.
Ensuring regulatory guidelines and code compliance were adhered to at all times, was of vital importance. Building out extensive pre-approved messaging matrices enabled TMC to establish high response rates and create strong engagement.
Be Bloody Confident in 2024
Extending into its third year, the campaign continues to leverage an omnichannel strategy, which is continuously optimised and adapted through regular reporting periods. Each piece of communication is tailored to meet the demands of a passionate and engaged community, seeking to gather their experiences and opinions. This user-generated content will be leveraged as a powerful source of content to ensure the campaign continues to remain relevant to the target audience.
For campaign development projects, such as Wear White Again, TMC undertake a proven strategic approach. Working in collaboration with the client to identify the true target audience, we deliver bespoke and emotive campaigns to trigger them to take action. Action in this case being a potentially life-changing first conversation with their GP.
Want to find out more? Take a look at our innovative communications portfolio here.
“The team have been extremely engaged at continuing to learn and shape the campaign to maximise results. They have been proactive in identifying and seizing opportunities which has provided additional depth to the original campaign scope and will help outline future areas for expansion. It has been a pleasure to work with the team and we look forward to continuing to evolve the campaign in the future!”
Sarah Smith – Surgical Marketing Manager, Hologic
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