Finally, Healthcare That Hears You

As heartbreaking headlines surrounding women’s healthcare continue to dominate the news, this campaign declares that listening to women shouldn’t be revolutionary; it should be standard practice. Featuring modern women, “Finally, Healthcare That Hears You” highlights the ways that women are often talked down to at the doctor’s office and provides examples of how women today get told ‘maybe the problem is all in your head,’ among other patronizing and hushed diagnoses.

The inspiration and dark humor behind the videos stems from the stories of real Tia members getting dismissed or gaslit by traditional healthcare. Member stories are also featured in the campaign across out-of-home and social, which feature real Tia patients “baring it all” to highlight the need for women to be truly seen and heard. The eye-catching photography is featured in out-of-home placements across Manhattan and Brooklyn – in neighborhoods where new Tia clinics are opening later this month – as well as in digital advertising, Tia’s homepage, and social media channels.

This integrated brand campaign marks Tia’s first major effort since signing Big Spaceship as its first creative agency of record in March. Work launches across Facebook, Instagram, TikTok, digital display, radio, and OOH in New York, today, September 19th, with additional rollouts in key member markets slated for 2023. Exclusive to the New York market, the OOH ads feature a diverse group of real Tia patients along with testimonials around how the healthcare brand’s new standard of care results in better treatment by listening to women first.