Not known specifically for women’s services, UAB Medicine is, nevertheless, a leader in treating urogynecological cancers, issues that occur with age, difficult pregnancies and deliveries, and a number of other issues specific to women. So, how to introduce both UAB Women’s Services AND the state-of-the-art new facility in which those services would be offered at the same time? While, competing hospitals had been advertising in the space for years, their messaging had grown predictable and stereotypical.
Our response was to craft messages relevant to discrete demographic slices, and to make sure that what we had to say and how we said it felt true and real, non-condescending, and that it absolutely did not live in the world of trite, traditional role-oriented stereotyping. Both television and print subtly nod in a fresh and creative way to the fact that women plan their lives, that they are in charge.