The “Through Her Eyes” campaign by Organon articulates the brand’s commitment to advancing women’s health through innovation, access, and expanded therapeutic choices. Central to the campaign is the proposition that supporting women’s health is essential to enabling them to pursue the lives they envision, emphasizing empowerment through better health outcomes. By positioning itself as a catalyst for closing healthcare gaps, Organon aims to foster a healthier everyday experience for women worldwide, highlighting both research-driven solutions and a broader mission of social impact.
Strategically, the campaign leverages a narrative approach, crafted by the female-led agency MODHealth, to authentically connect with its audience—women and communities impacted by healthcare disparities. The insight driving the campaign is that addressing unmet needs in women’s health requires a perspective that genuinely understands and reflects women’s experiences. The creative angle therefore focuses on seeing the world “through her eyes,” which personalizes and humanizes the complex health challenges faced by women, reinforcing Organon’s role as an empathetic and innovative partner. By centering on empowerment and shared values, the campaign seeks to resonate beyond clinical solutions, aligning with an audience increasingly attentive to authenticity, inclusivity, and meaningful social contribution in healthcare messaging.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
The campaign "Through Her Eyes" by Organon aligns most closely with Associated User Imagery. The title and narrative focus on experiencing life from a female perspective, intended to resonate with the brand’s target audience—women seeking empowerment and better health outcomes. The description emphasizes shared values, aspirations, and the improvement of women’s lives, but does not foreground a specific product or tell a story with a clear problem-resolution arc. Instead, it seeks to build identification by reflecting the audience’s experiences and aspirations, fostering emotional connection through relatable imagery and messaging about empowerment and wellbeing.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Johnson & Johnson – Positioned as a global healthcare leader with a broad portfolio spanning pharmaceuticals, medical devices, and consumer health products. They emphasize innovation, reliability, and extensive R&D to deliver comprehensive health solutions, with a strong commitment to women’s health through specialized products and initiatives.
2. Pfizer – Known for its cutting-edge pharmaceutical innovations, Pfizer focuses on developing breakthrough therapies addressing unmet medical needs. Their strategic angle centers on expanding global access to women’s health products, leveraging robust clinical research and partnerships to improve healthcare outcomes.
3. Bayer Healthcare – Differentiates itself by combining pharmaceuticals and biotechnology advancements with consumer health goods. Bayer emphasizes women’s health through contraceptives, fertility, and gynecological treatments, promoting empowerment and access to personalized healthcare solutions worldwide.
4. Merck & Co. – Positions itself as a science-driven healthcare company focused on delivering innovative therapies, including vaccines and treatments in women’s health. Merck’s strategy includes investing heavily in research to address diverse therapeutic areas and improve patient access globally.
5. AbbVie – Specializes in biopharmaceutical innovation with a focus on complex diseases, including women’s reproductive health. AbbVie stresses personalized medicine and patient-centric care models to bridge therapeutic gaps, aiming to enhance quality of life through novel treatments and global outreach.
Q: What is Through Her Eyes about?
A: Through Her Eyes is a 2022 film campaign created by the female-led agency MODHealth for Organon, a global healthcare company, and launched in the United States. The campaign centers on Organon’s mission to improve women’s health worldwide by addressing therapeutic gaps through innovation, access, and expanded choices. With a narrative crafted from a female perspective, the campaign seeks to empower women and highlight the importance of health in enabling them to pursue the lives they envision. Through authentic storytelling, it positions Organon as a committed partner in advancing women’s health and wellbeing.
Q: What creative device does Through Her Eyes use?
A: Through Her Eyes employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative device centers on portraying a user profile that the target audience can relate to or aspire to, in this case by presenting the world from a woman’s perspective. Rather than focusing on a specific product or a clear problem-resolution narrative, the campaign builds identification and emotional connection by reflecting the experiences, aspirations, and values of women, fostering a sense of empowerment and community.
Q: What is the campaign proposition for Through Her Eyes?
A: The campaign proposition for Through Her Eyes is Organon’s commitment to advancing women’s health by delivering innovation, improving access, and expanding therapeutic choices. The brand positions itself as a catalyst for closing healthcare gaps, emphasizing that supporting women’s health is essential for enabling women to pursue the lives they envision. This message targets women and communities affected by healthcare disparities, aiming to resonate with an audience that values authenticity, inclusivity, and meaningful social contribution within the healthcare sector.
Q: How does Through Her Eyes rank in Clapboard's archive?
A: Through Her Eyes 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 Organon's category?
A: In the women’s health and broader healthcare category, Organon competes with major players such as Johnson & Johnson, which is recognized for its comprehensive health solutions and strong women’s health initiatives; Pfizer, known for breakthrough therapies and expanding global access to women’s health products; Bayer Healthcare, which combines pharmaceutical and consumer health expertise with a focus on empowerment and personalized care; Merck & Co., a science-driven company investing in innovative therapies and global patient access; and AbbVie, specializing in biopharmaceutical innovation and personalized medicine to address complex women’s health needs.
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