AMGEN: HER HEALTH FIRST
SERVICES
Art Direction • Campaign Identity • UX/UI Design • Digital Design • Print Design • Out-of-Home • Microsite Design
YEAR
2021-2022
CLIENT
Women's health
Empowering women to put their health first through education, awareness, and action.
Her Health First was a national awareness campaign launched by Amgen Canada to encourage women to take a more proactive role in their health. Focused on bone health, heart health, and cancer prevention, the initiative combined evidence-based education with practical tools to help women better understand their health, access screenings, and start meaningful conversations with their healthcare providers.
The challenge wasn’t simply to educate women about their health—it was to change behaviour. Research consistently shows that women are more likely to prioritize the health of those around them before their own. Her Health First needed to shift that mindset by making preventative healthcare feel approachable, empowering, and actionable rather than clinical or overwhelming.
The client had one unexpected demand: The art direction needed to be energetic, bold, and unpredictible for a healthcare campaign.
How do you empower women to prioritize their own health in a world where they often put everyone else first?
Knowledge alone doesn’t change behaviour—people need to see themselves within the message.
Rather than leading with statistics or fear-based healthcare messaging, we created a visual identity that reframed preventative care as an act of self-care and self-advocacy. The campaign invited women to see prioritizing their own health not as a luxury, but as an essential first step toward caring for everyone else.
To support this shift, we developed a flexible visual system that balanced scientific credibility with warmth and optimism.
Bright, energetic colours and approachable typography made complex health information feel more accessible, while modular layouts allowed the campaign to expand across multiple health topics and channels without losing consistency.
The microsite became the campaign’s educational hub, bringing together resources, screening guidelines, and the Health First Challenge into one seamless experience that encouraged women to turn awareness into action.
