HOLOGIC
Historically, women’s bodies have been misunderstood, making women’s health a space rife with myths and misinformation. For years, clinical trials were conducted with only men in mind as people assumed the male body was the “norm”. In this world where women’s health has often come second, it’s always been Hologic’s primary focus.
“Body of Truth”, Hologic’s first ever corporate marketing campaign, celebrates the company’s dedication to women through the lens of the experiences of real patients whose lives were impacted by Hologic products. In a semi-nude shoot with an all-women team, we captured real, raw stories to change the narrative around women’s bodies from one of misinformation to one of candor.
Video Content
Meet Marci, Mindy, Janelle and Jamie Lea. We captured the emotional stories of these women whose lives were changed with Hologic’s innovative solutions. We also created cutdowns of these hero videos for use on social.
Print Ads
We told the patients’ stories in print ads that spoke directly to three audiences – HCPs, lab directors and hospital administrators – people that use Hologic products most and who connect with the idea of knowing the difference they make in patients’ lives.
Behind the Scenes Reel
In a BTS reel video, we explore the campaign from its genesis to its creation.
Copy by Amy Silvestri
Art Direction by Jennifer Mcardle