Advertising Showcase: UChicago Medicine Invites Women to “Live Again”
UChicago Medicine’s “Live Again” campaign confronts stigma, builds awareness, and drives appointments for pelvic health services in Chicago’s northern suburbs.
When “Living With It” Becomes the Norm
About one in three women will experience a pelvic floor disorder in her lifetime, yet how many simply put up with the problem, unaware that treatment options exist?
For UChicago Medicine, this statistic represented both a clinical reality and a marketing opportunity.
As the academic health system expanded its specialty women’s health clinic and prepared to open a new outpatient location in the northern suburbs, leadership recognized a significant awareness gap. Historically known as a South Side hospital, UChicago Medicine had limited recognition for services offered beyond its main campus.
Kimberly Kenton, MD, section chief of Urogynecology and Reconstructive Pelvic Surgery, UChicago Medicine
“Too many women quietly live with pelvic floor disorders and normalize the symptoms,” says Kimberly Kenton, MD, section chief of Urogynecology and Reconstructive Pelvic Surgery at UChicago Medicine. “By expanding our expertise and services in Chicagoland, we had an opportunity to drive awareness that these often-stigmatized conditions are both common and treatable.”
The organization partnered with Unlock Health to design an integrated campaign that would promote the new location and drive appointments for a service line often overshadowed by the belief that pelvic health issues were something women simply had to deal with rather than treat.
Continue reading to see how research-driven strategy, relatable creative, and disciplined media planning generated appointments while reshaping the conversation around pelvic health.