When Hologic decided to make its first national, direct-to-consumer advertising move, it chose the biggest stage in American media: the Super Bowl. I led communications strategy on the campaign through Cheryl Overton Communications, and Campaign US invited me to break down the thinking in a Five Questions interview.
The spot, “Her Health is Her Wealth,” starred Mary J. Blige and carried a simple, urgent message: women were postponing screenings and well-woman visits at alarming rates, and a brand with credibility in women’s health had a responsibility to say so where the whole country was watching.
What made this campaign different was who built it. A diverse, female-led creative and strategy team shaped every frame, from CHÉ Creative’s concept to the production and the communications architecture around it. That was not a diversity gesture. It was the strategy: the audience we most needed to reach responds to storytelling made by people who understand their lives.
The interview covers how we aligned a medical technology company, a global music icon and a cultural moment without losing the health message inside the spectacle. You can read the full conversation at Campaign US, and see how I approach work like this on my brand strategy and storytelling services page.
More on this campaign: Mary J. Blige steps up to help Marlborough company in Super Bowl ad · Super Bowl ads show limited diversity and inclusion progress
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Cheryl Overton speaks on brand storytelling, culture and leadership at conferences and corporate events worldwide.
