Client
Fenway Health

Deliverables
Postcard

Overview
Fenway Health needed to recruit for a medical trial. But how do you reach women under 40 at a time when science was particularly doubted by some people during a contentious presidential election? Here’s the concept I came up with that filled the trial (and delighted the Digital Engagement and Outreach teams at Fenway Health).

Challenges

Turning light direction from the client’s outreach team into engaging and actionable concepts

Needing to avoid messaging that’s overtly political

Grabbing attention where passers-by are on their way somewhere (e.g., health centers, community events, cafes)

Solutions

Concepting three approaches (aspirational, bawdy humor, and activism) to help internal team overcome decision paralysis

Recommending the “research as activism” concept to reference current events without directly referencing problematic specifics

Keeping messages punchy and intriguing to pull in prospective trial participants who are in-transit somewhere else