Medical gaslighting for women is real. As heartbreaking headlines surrounding women’s healthcare continue to dominate the news, there is a new campaign from Tia, created by Big Spaceship, that declares that listening to women shouldn’t be revolutionary; it should be standard practice.
Featuring modern women, “Finally, Healthcare That Hears You” highlights the ways that women are often talked down to at the doctor’s office and provides examples of how women today get told ‘maybe the problem is all in your head,’ among other patronizing and hushed diagnoses.
The inspiration and dark humor behind the videos stems from the stories of real Tia members getting dismissed or gaslit by traditional healthcare. Member stories are also featured in the campaign across out-of-home and social, which feature real Tia patients “baring it all” to highlight the need for women to be truly seen and heard.
“It shouldn’t be revolutionary to listen to women,” said Carolyn Witte, CEO and co-founder of Tia. “Yet again and again, we hear stories from our members about being ignored, dismissed, and demeaned by traditional healthcare. At Tia, we think listening to women should be part of a new standard of care for all women. With this campaign, we’re hoping to showcase both how common medical gaslighting really is and call on the entire industry, and particularly physicians, to commit to listening to and believing women. In a post-Roe America, where women’s healthcare is under attack like never before, this simple commitment is more important than ever.”
This integrated brand campaign marks Tia’s first major effort since signing Big Spaceship as its first creative agency of record in March. Watch below:
“Today, women are still fighting for the right to choose what’s best for their bodies and health. Despite years of medical advancements, traditional healthcare continues to leave all women feeling dismissed, patronized, and misdiagnosed,” said Kristen Kriisa, Creative Director at Big Spaceship. “Through this campaign, we show that women don’t have to just accept the status quo. At Tia, women aren’t just seen by doctors; they are heard too.”
Exclusive to the New York market, the OOH ads feature a diverse group of real Tia patients along with testimonials around how the healthcare brand’s new standard of care results in better treatment by listening to women first.
The eye-catching photography is featured in out-of-home placements across Manhattan and Brooklyn – in neighborhoods where new Tia clinics are opening later this month – as well as in digital advertising, Tia’s homepage, and social media channels.
Work launched across Facebook, Instagram, TikTok, digital display, radio, and OOH in New York, on September 19th, with additional rollouts in key member markets slated for 2023.
- Carolyn Witte, Co-Founder & CEO
- Deborah Singer, SVP Marketing & Communications
- Lindsey Belknap, VP Brand & Product Marketing
- Allison Ball, VP Creative
- Lina Yeh, Sr. Producer
AGENCY: Big Spaceship
- Cedric Devitt, Chief Creative Officer
- Kristen Kriisa, Creative Director
- Sayako Minami, Senior Art Director
- Megan Williamson, Senior Copywriter
- Kelley OHare, Senior Art Director
- Kyle Kimball, Senior Copywriter
- Jordan Middendorf, VP, Account Management
- Jane Valente, Account Director
- Ermin Maslic, Account Supervisor
- Jordan Makow, VP Production
- Sady Cohen, Executive Producer
- Dan Bort, SVP Strategy & Analytics
- Louise Duvall, Strategy Director
- Kate Silva, Associate Analyst Director
- Taylor Torok, Strategist
- Esther Douer, Analyst