180 Health Partners sought to connect with expectant mothers grappling with opioid addiction. Their original request was a new website to better attract these women and help them deliver healthy babies. However, after starting discussions with our agency and weeks of brand strategy work, we proposed a more impactful strategy would be to launch an entirely new, mom-focused brand: StrongWell.
StrongWell empowers substance-dependent mothers through a community-focused treatment program. This involves meaningful involvement from other women who have experienced similar challenges. Through relationships with insurers, partnering health care providers, and industry advocates, StrongWell offers personalized care plans at no cost, tailored specifically for these mothers.
Launching a brand with this focus, and with such an urgent societal need, required lots of hands and a wealth of supporting materials. While the StrongWell website and community app were in development, I led a dedicated team in crafting new business materials and marketing pieces targeted towards both mothers and healthcare professionals. When StrongWell made its debut to the women they so desperately wanted to help, they did so with a look and feel that was centered on empowerment and recovery—not stigma and shame. Their community is actively growing and getting stronger, together.
