On a shoestring budget, Tacoma-based MultiCare Health System wanted to raise awareness of their women’s services—a wide range of offerings covering pre-menarche through post-menopause. The message needed to connect on a personal level to resonate.
 
Rather than try to talk to everyone at once, we created the two-pronged "Girl Stuff" campaign, which encouraged women to visit the "Girl Stuff" landing page on MultiCare's website. There they could download one of two cheeky yet informative guidebooks: one for women in their childbearing years and another for women dealing with the hassles of menopause.