Manulife: Accelerate Her Health

Manulife was preparing to launch an early critical illness product and wanted the conversation about women's health to be running before the product arrived. International Women's Day offered a natural moment, but it is also one of the most crowded days in the social calendar, when every brand posts a tribute. Manulife needed a way to participate that built genuine emotional connection and brand awareness rather than adding one more greeting card to the feed.

Ruder Finn Era shaped the campaign around the people in the audience's own lives. Under the theme Accelerate Her Health, users were invited to celebrate the important women they knew through personal, caring messages and promises about looking after their health.

The user generated format reinforced the value of women's health in people's own words, and the health promises created anticipation and an emotional bridge to the critical illness product launch that followed. Ruder Finn Era handled campaign management, the communications plan and visual development.