St. Joseph Brand Campaign
Healthcare campaign reframing wellness as women's superpower
The Client
St. Joseph Health
My Role
Art Direction Campaign Concept
Project Team
Amanda McKinley Janet Champ
About this project
The Goal
Create an awareness campaign to promote healthcare services for women
St. Joseph Health is a California division of a large Catholic non-profit health system. They needed a campaign focused on women's services: preventative screenings, reproductive care, routine checkups. The brief was to launch the campaign to create awareness in the Southern California region to motivate women to make appointments.
The Problem
Many women don't prioritize their own health, and for some, self-care feels selfish
Many women struggle to prioritize their own health. Appointments for screenings and checkups fall to the bottom of endless to-do lists. The usual healthcare messaging promotes services and lists benefits. That approach assumes women need more information when the real barrier is permission to put themselves first.
The Solution
Show that when women are healthy, they're powerful
Awareness alone rarely moves people to action. We understood that we needed to reframe what health means. Not the absence of illness, but the foundation that makes everything else possible. When women take care of themselves, they become unstoppable.
The campaign showed real women with real achievements paired with "Because healthy can take you anywhere." Each poster was bold and iconic, matching the strength of their stories. Health became about accessing your own power, and inspiring women to consider their own dreams, and to reach for them.
The Impact
This was developed as a strategic pitch
One that offered a framework for healthcare marketing that moved beyond service promotion to values-based connection.
About this project
