Health Care Education and Training asked us to develop a campaign aimed at improving women’s health. We started by conducting conversations with women representing a spectrum of ethnicity and geography. Through these conversations, we realized that ‘confidentiality’ would be a key aspect of the message. This provided a focal point as we developed a communications blueprint. The result is the “psssst” campaign. The campaign, created to inform and empower, included logo, theme, television, radio, clinic posters, out-of-home and even condom packaging. This healthcare campaign is part of our history of developing messages in this arena—from pneumonia vaccines and osteoporosis to eating disorders and impotency.

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