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.