Times Square Campaign by 31,000 FT Ad Agency Challenges Herpes Stigma
To spread the news about their new herpes symptom relief product for women and confront the stigma associated with this common condition that impacts 1 in 6 women, vaginal healthcare brand FemiClear turned to Addison-based advertising agency 31,000 FT – and 31,000 FT took the conversation straight to Times Square. Through 10 bold, joyful displays unveiled just before National Herpes Awareness Day, October 13th, 31,000 FT helped FemiClear encourage women to “Open Up” about their experience with herpes and improve their vaginal health.
The new “Let’s Open Up About Herpes” campaign builds on FemiClear’s overarching brand purpose of “Joie de hooha” through fearlessly bright video, statistics and features of FemiClear’s new genital herpes symptom relief product. “Joie de hooha,” the brain child of 31,000 FT, is FemiClear’s battle cry as they help women everywhere improve their vaginal health in natural, organic and effective ways, all without the shame sometimes associated with these concerns. In previous years, 31,000 FT brought this core benefit to life for FemiClear through award-winning broadcast and digital advertising.
“We are thrilled to create an open and joyful forum for women’s health issues,” said Kristina Blake, Creative Director and Partner at 31,000 FT. “The “Joie de hooha” campaign is built on extremely entertaining, stigma-busting creative that lets women know they don’t have to settle for status quo solutions – they don’t have to be embarrassed or ashamed. We are for healthy, happy hoohas. Every woman deserves that.”
FemiClear is owned by parent company OrganiCare, an all-natural OTC company passionate about creating effective, healthcare options for consumers.
“We come to work every day to promote women’s health. We are thrilled to put our campaign in big, bright lights and let women know that they are not alone, and they have a partner to help them live healthier,” said Jenni Pustinger, CMO of OrganiCare.
“At 31,000 FT, we are “purpose finders” – and FemiClear’s purpose of bringing joy and discussion to vaginal health issues, often considered taboo, is a powerful purpose indeed. We love working with this daring and bold client,” said Blake.
ABOUT 31,000 FT
31,000 FT is a full-service creative advertising agency, partnering with national, regional and local clients, based in Addison, Texas. Team members share a passion for identifying and cultivating each brand’s higher-level purpose. We bring that purpose to life through brand strategy, social strategy, broadcast/digital/print advertising, video content and web design, and we do it all with 99.4% less bureaucracy than the big agencies.
OrganiCare, the parent company of FemiClear, is on a mission to create all-natural and organic OTC healthcare products that are safe, effective and simply better than the petrochemical-based, drug-laden products used by most consumers today. Founded in 2016, this company, based in Austin, Texas, embraces four quality standards: all natural and organic ingredients; proven by science; good manufacturing practices and clear consumer labeling.