The 'Women like us' campaign by Hana, created by Havas London and launched in the UK in August 2021, positions the brand within the healthcare sector as an empathetic and relatable entity focused on women's health needs. The campaign’s core proposition centers on normalizing and humanizing women’s experiences, suggesting that Hana understands and supports "women like us" — everyday women navigating their health with authenticity and openness. This approach aims to build trust and affinity by framing Hana as more than a healthcare provider; it is a partner that acknowledges real-life challenges without stigma.
Strategically, the campaign leverages narrative storytelling to foster a genuine connection with its target audience, primarily women seeking trustworthy healthcare solutions. By employing a film medium, it emphasizes an emotional and personal tone, creating a space for shared experiences rather than clinical or purely informational messaging. The insight driving this approach appears rooted in recognizing women's desire for representation and understanding within health communications, addressing potential feelings of isolation or misunderstanding around common health issues. The creative angle is to depict scenarios and voices that reflect the audience’s own, enhancing relevance and engagement through relatability rather than authoritative expertise alone. The relatively modest digital engagement metrics suggest a focused, perhaps niche audience reach, yet the campaign’s qualitative aim remains clear: to cultivate a brand identity synonymous with authenticity, support, and female solidarity within the healthcare market.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
The campaign title, “Women like us,” along with its Narrative genre and its positioning within the healthcare space, strongly signals a creative technique centered on relatable representation. Rather than emphasizing a dramatic story arc, explicit demonstrations, celebrity involvement, or overt symbolism, the campaign likely presents profiles or vignettes of everyday women that echo the experiences and realities of Hana’s target audience. This approach is common in health campaigns targeting women, seeking to foster identification, normalization, and empowerment around a specific healthcare product or issue by reflecting authentic users’ lives and choices.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Babylon Health – Positioned as a pioneer in digital healthcare, Babylon leverages AI and telemedicine to provide accessible, affordable, and personalized health consultations, aiming to revolutionize primary care through technology-driven solutions in the UK market.
2. Bupa – A global healthcare leader, Bupa differentiates itself through comprehensive private health insurance and high-quality care services, emphasizing holistic wellbeing and premium patient experiences across multiple healthcare sectors.
3. Boots Pharmacy – As a trusted high-street pharmacy and health retailer, Boots combines convenience with expert health advice and a broad product range, positioning itself as an accessible frontline healthcare provider for everyday health needs.
4. Zava – Specializing in online prescription and telehealth services, Zava focuses on discreet, fast, and convenient healthcare solutions primarily for sexual health, mental health, and general health, targeting tech-savvy and privacy-conscious consumers.
5. Nuffield Health – Known for integrating fitness, health assessments, and hospital care, Nuffield Health positions itself as a holistic provider promoting preventative healthcare and wellbeing, blending clinical expertise with lifestyle support.
Q: What is Women like us about?
A: Women like us is a professional campaign launched in the United Kingdom in 2021 for the healthcare brand Hana, developed by Havas London. This film-based campaign centers on authentic storytelling, highlighting the real experiences and perspectives of everyday women. Its core creative idea is to humanize and normalize women’s health journeys, positioning Hana as an empathetic and relatable partner in women’s healthcare. By focusing on inclusivity and shared understanding, the campaign seeks to foster a sense of community and support, encouraging open conversations around women’s health and well-being.
Q: What creative device does Women like us use?
A: Women like us employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative technique centers on showcasing user profiles that the target audience can relate to or aspire to, using narrative vignettes of everyday women. Rather than relying on dramatic story arcs or celebrity endorsements, the campaign foregrounds authentic representation, allowing viewers to see themselves reflected in the messaging. This approach is particularly effective in healthcare, where relatability and trust are paramount, and aligns with Clapboard’s standards for creative format classification.
Q: What is the campaign proposition for Women like us?
A: The campaign proposition for Women like us positions Hana as an empathetic and relatable brand that genuinely understands and supports the health needs of everyday women. Targeting women seeking trustworthy healthcare solutions, the campaign aims to normalize and humanize women’s experiences, addressing the desire for authentic representation and reducing stigma around common health issues. By framing Hana as a partner rather than just a provider, the campaign seeks to build trust and affinity, reinforcing the brand’s commitment to authenticity, support, and female solidarity within the healthcare market.
Q: How does Women like us rank in Clapboard's archive?
A: Women like us holds a Clapboard Campaign Score of 60/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Hana's category?
A: In the UK healthcare market, Hana competes with several key players. Babylon Health is recognized for its technology-driven approach to accessible and personalized digital healthcare. Bupa stands out for its comprehensive private health insurance and premium care services, emphasizing holistic wellbeing. Boots Pharmacy is known for its convenience and expert health advice as a frontline health retailer. Zava targets tech-savvy consumers with discreet and fast telehealth solutions, particularly in sexual and mental health. Nuffield Health integrates fitness, health assessments, and hospital care to promote preventative healthcare and overall wellbeing.
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