Tia
Healthcare that hears you
Problem
A new standard of care for women
For decades, women have had no choice but to accept a biased healthcare system that was never designed with them in mind. Despite all its advancements—or the fact that women account for 70% of medical care in the US— traditional healthcare has left women feeling dismissed, guilted, and gaslit.
solution
For Tia’s first brand campaign, we used a bit of absurdist humor to highlight the serious disparities that exist within our healthcare system. When juxtaposed with everyday scenarios, one can realize just how ridiculous and unacceptable this treatment is, yet it’s what most women have accepted as the norm from the very people who promised to first, do no harm.
Crafted a new, more mature, visual identity and voice to align with a broader target
Uncovered pain points in women’s healthcare
Heard and assured — positioning Tia in opposition to medical gaslighting
Absurdist humor to highlight a very serious, even dangerous problem.
When juxtaposed with everyday scenarios, one can realize just how ridiculous and unacceptable this treatment is, yet it’s what most women have accepted as the norm from the very people who promised to first, do no harm.
Pulled from personal experiences
With a majority-female team at the helm, our creatives pulled from personal experiences as well as Tia testimonials to ground these scenarios in the universal feeling of being ignored and overlooked.
The provocative campaign stoked conversation across social and in the press.
