Health campaigns and wellness services are using familiar expressions, humour and shared histories to connect with specific audiences. These approaches link health information and daily practices with language and content people recognise.
YARD NYC’s “Send Nudes” breast-awareness campaign encourages women to photograph their breasts every six months and save the images as a reference for noticing visible changes. Outdoor advertising and social content repurpose a familiar online phrase as a reminder to pay attention to breast health. The photographs are intended for visual awareness, rather than as a replacement for medical screening.
Gilead Sciences worked with creative agency Majority on “Ahorita Mismo”, part of its Care for the Culture platform. The campaign uses Latino creators, humour and a call-in-show format to encourage conversations about HIV testing and prevention. It plays on “ahorita”, an expression that can mean now or later, to prompt people to act.
Bright Crowns offers Black children a five-minute daily app practice combining breathing exercises, affirmations and stories rooted in Black history and culture. Developed by Black parents, the service makes cultural identity part of its content and daily routine. The approach carries through the product itself, from the voices children hear to the stories they encounter.