Indiana faces a women’s health crisis. The state ranks #39 nationally in overall women’s health, has the 10th highest maternal mortality rate, and 1 in 8 women are expected to develop breast cancer. IU Health Foundation recognized an urgent need to change these outcomes and saw an opportunity to motivate support by turning data into emotion and awareness into action.
The Foundation needed to transform these sobering statistics into a compelling story that would inspire individuals to give.
Solution
Willow Marketing developed and launched a comprehensive digital campaign centered on the message “Healthy Women. Healthier Indiana.” illustrating how caring for women means strengthening families and communities.
Through programmatic digital advertising, social media storytelling, and a custom fundraising landing page, Willow crafted a campaign that blended empathy with urgency. Visual storytelling featured real patient stories like Kim Heiderich-Watson’s journey through treatment at IU Health Schwarz Cancer Center, showcasing the power of compassionate care and the impact of giving back.
The campaign’s creative approach combined stark data with hopeful imagery to motivate action, while the user-friendly landing page made individual giving simple and accessible. Together, these efforts not only elevated awareness of women’s health challenges but also positioned IU Health Foundation as a catalyst for positive, statewide change.
