HERe for Her
It’s not often that the only KPI for a campaign is allyship. HERe for Her aimed to position the CVS Health Brand as an advocate for accessible and affordable health care for women and girls. This campaign spanned the entire Enterprise from Retail, to Pharmacy and Health Services to Aetna and Caremark. In addition to an increase in brand perception and preference, this campaign drove sales, trips, and clinic visits. An example of doing well by doing good.
Content is connection
How do we create connection? By educating women on different period care products, helping girls feel confident during their first periods, and celebrating charitable giving. Social media was a natural way to connect with this audience. Women and girl of all ages viewed, liked and commented on these engaging and educational videos.
The power of being seen
When I began this project, I knew photography would play a very important role. I wanted to represent real women, in real homes, having real interactions. The photoshoot was documentary-style in it’s approach to authentically capture moments in the everyday lives of women and girls. As a result of this work, the campaign was awarded a GEM award for its representation of women and girls.
