Wed, 08 Sep 2021 21:12:36 GMT
Advantage Hers, Underpinning the campaign is a necessity to improve the standard of care for women with CIDs,
empower them to play more active roles in their own care and live the lives they want, inspiring them
to speak to their doctors about their needs and share their stories with others.
Advantage Hers Integral to the campaign was its hero piece, a film that drove awareness about the initiative and
kick-started women with CID’s journey to more active disease management.
In the film, Caroline delivers her testimony direct to camera, charting her rise to the top of tennis,
her battle with RA and difficulties to diagnosis even as a superstar, with access to the best
healthcare. Her story mirrors the challenges many women with CIDs today still face.
Her interview is interweaved with new footage and archive of her career, from rising talent to grand-
slam wins, plus her personal archive showing her as not just a tennis superstar but also a real person
beyond tennis with everyday dreams of starting a family.
The campaign has created an outpouring of positive support and personal stories online, helping
women with CIDs to take control of their condition and continue to reach for their dreams.
Creative Agency: Ruder Finn & Blonde
Healthcare Agency: Ruder Finn
Executive Vice President: Chris Montemurro
Director of Healthcare: Leah Peyton
Senior Account Director: Daniela Boyd-Waters
Production Company: Blonde
Executive Producers: Benjamin Dawson, Doug Newman
Director: Neil Bonner
DOP: Lorenzo Levrini
Editor: Tom Jones
Photography: Anthony Saul
Genres: Documentary, Storytelling
Categories: Medical Research, Healthcare and WellnessBlonde, 11 days ago