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Tuesday, 14 June 2011 10:31

The Accidental Sisterhood

Written by  Nik Brown
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Urologist Raymond Bologna, M.D. devised a solution to an issue affecting millions of women – incontinence. He wanted to create a program that helped women solve their bladder problems, but this taboo topic wasn’t something women were chatting about among friends.

The objective was to educate women through the development, branding and distribution of a multi-tiered pelvic floor strengthening program.

  • Program development: We took the program fundamentals and improved the design and content to make it consumer-friendly, all-inclusive and doable at home. The complete set contained a book, journal, DVD and Theraband™.
  • Branding: The program needed a name and personality that captured the discreet nature of the issue, yet was powerful and compelling. After an extensive naming process, “The Accidental Sisterhood” and associated visual elements were born.
  • Distribution: We started by creating an e-commerce site, but evolved the distribution plan to bring the program to the people. Hosting free events across the country was the perfect way to promote the program at a grassroots level, get women talking and get the word out.

Results: Dr. Bologna’s practice saw a 29% increase in business the year following the program’s launch. A national tour was established with the support of healthcare giants like Johnson & Johnson, Medtronic, and Pfizer. All events were filled to capacity – thousands of women have found an answer. The Accidental Sisterhood campaign has won multiple awards, including a Best in Show Addy and recognition in Graphic Design USA.

Last modified on Thursday, 23 June 2011 08:16

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