Real women’s stories
The All of Her, All of Her Life campaign was a 2019 Effie Awards finalist in the Healthcare Services category.
Women’s health is more than just boobs and babies. It’s also hip replacements, strokes, skin cancer, Multiple Sclerosis, post-partum depression – things that affect women exclusively or differently than men. Allegheny Health Network realized that women in western Pennsylvania had these very real health concerns, which weren’t being adequately addressed by AHN’s more-established competitor in the area.
By telling the stories of real women’s health care experiences, we helped shine a light on when it’s time seek help, life-changing outcomes of qualified and compassionate medical care, and the fact that no matter what a woman might be going through, she is never, ever alone. These stories were part of a comprehensive campaign positioning AHN as a caring resource for all of her, all of her life. The campaign generated new patient appointments and total women’s health appointment volume increases that were 250% over goal.
For the All of Her, All of Her Life campaign, I interviewed 256 real patients of Allegheny Health Network to craft 256 intimate, honest stories that not only illustrated the quality of care provided by AHN, but also underscored the resilience, humor, heartbreak, and selflessness that carry women forward every day. The stories appeared individually every day for a whole year on the network’s website, throughout an interactive exhibition at the Pittsburgh Gallery Crawl, and a local print campaign.
Client: Highmark Health/Allegheny Health Network
Agency: Doner