Design Director: Tova Diamond
Copy Director: Sheila Hayes
Senior Designer: Christina Adamson
Animation: Koto Studios

In an oversaturated wellness space, how does one cut through the noise and clickbait to deliver trusted, science-based health coverage? This was the problem facing Well+Being, The Washington Post's new personal health desk, at its launch in fall 2022. Our solution: Subtract the noise. Add the experts. This campaign aimed to generate buzz and seed readership around the new section.

I supported this campaign in delivering copy for the following deliverables:

• Full-page "double truck" print ad
  
• Suite of house and paid media ads for use on Facebook/Instagram and The Washington Post
• Emails promoting Well+Being newsletter and Well+Being section to Washington Post subscribers
• 4 billboard placements in Times Square
• Additional OOH placements at transit shelters in DC and San Francisco

This campaign relied on heavy amounts of copy to depict the overwhelming volume of information in the wellness space. In collaboration with the copy director, I wrote all of the questions that appear in the campaign as relatable, wellness-related internal monologues.

The campaign's largest execution in Times Square, a notoriously chaotic intersection, brought our concept to larger-than-life, prompting passersby to pause and reflect on their own well-being.

Impact:

• 83.5M estimated total exposure to Well+Being
• 160K+ new registrations at an average cost 18% more efficient than benchmarks
• 2.16M page views driven by paid marketing
• Organically, the billboards appeared in the background of celebrity Instagram posts (e.g. The Rock’s promotion of Black Adam, reaching his 355M followers)
• Campaign recognized as finalist in The Drum Marketing Awards (Brand/Design category)