Greenpoint Pictures’ Renee Mao and Langrand launch powerful campaign for HCA Houston Healthcare
Featuring real women, ‘Advice’ is the latest advertising broadcast and radio creative from HCA Houston Healthcare’s The Woman’s Hospital of Texas and begins running this week in local advertising across the city. The spot focuses on each woman’s individuality and pressures from societal influences and underscores that The Woman’s Hospital of Texas is breaking these stereotypes and embracing women as individuals.
The Woman’s Hospital of Texas worked with Houston creative agency Langrand and acclaimed director Renee Mao of Greenpoint Pictures out of New York to develop the powerful spots which feature a diverse cast of relatable, confident women from around the Houston area and the real ‘advice’ given to each, revealing the inequality, expectations and pressures women often face.
“The ‘Advice’ spots juxtapose two contrasting messages, one you see and one you hear. What you see are strong confident, unique women, but what you hear is the advice, expectations and pressures that are often forced upon them, which can devalue their individuality,” said Kelli Nations, chief nurse executive, HCA Houston Healthcare. “This is important to HCA Houston Healthcare and The Woman’s Hospital of Texas, because we care deeply about each woman as an individual and provide personalised care at every step of their journey.”
“‘Advice’, like healthcare is not one-size-fits-all, and The Woman’s Hospital of Texas always puts the woman first,” said CEO of The Woman’s Hospital of Texas, Ashley McClellan. “Throughout their lives, women hear a lot of advice about what they should and should not be or do. At The Woman’s Hospital of Texas, we are dedicated to helping you make healthcare choices that are right for you.”
“We knew that we needed to hear directly from women to develop this campaign. During hours of intimate interviews, we heard honest stories of women’s strength as they faced inequality and pressures in healthcare. We were inspired to provide a way to tell these stories,” said Shannon Langrand, CEO of Langrand.
The ‘Advice’ spots are part of a brand refresh for The Woman’s Hospital of Texas and follow the Who is She? spots seen in out of home, print and digital ads. The combined creative pieces are meant to become a platform for women and care providers to have honest conversations about women’s health while also directing women to resources they can trust.