Normalizing Fibroid Conversations Through Culture and Education

CLIENT

Hologic

PROJECT

Fibroid Awareness Month Campaign

SPOTLIGHT ON

Integrated Communications Strategy

Weaving together original research and relatable storytelling, we helped Hologic raise awareness of a common but hidden women’s health condition.

THE CHALLENGE

Uterine fibroids are common, noncancerous growths that develop in or around the uterus and affect up to 80% of women. Despite this, awareness and understanding of uterine fibroids remained limited with gaps in knowledge and access to clear information making it harder for women to understand symptoms, risks and treatment options. 

Hologic turned to Vault to cut through stigma and elevate understanding during Fibroid Awareness Month. The challenge was to deliver education that felt credible and clinically sound in an open and relatable voice. To do so, Vault needed to balance medical accuracy with cultural relevance. Our goal was to spark informed conversations that empower women to advocate for their health and engage confidently with their healthcare providers. 

OUR APPROACH

  • Anchor the campaign in original Harris Poll research to identify knowledge gaps and inform messaging across channels 
  • Build an integrated awareness hub, KnowYourU.com, that combines education, tools and resources for both patients and HCPs 
  • Partner with trusted cultural voices and physician influencers, including comedian Amber Ruffin and Dr. Pierre Johnson, to normalize fibroid conversations through lived experience 
  • Create animated “Hey, U!” videos featuring first-person storytelling and a friendly host to make complex uterine health information approachable and shareable 
  • Activate a coordinated mix of PR, social, influencer, video and blog content to sustain momentum throughout July

THE IMPACT

  • Reached a total estimated audience of 307 million through earned media syndication across 198+ outlets 
  • Generated 1.24 million impressions, 137,000 video views and 46,000 engagements through influencer partnerships 
  • Drove meaningful engagement on KnowYourU.com, including 65 health care provider (HCP) resource downloads, 18 doctor discussion guide downloads and patient story submissions
  • Outperformed email benchmarks with 23–28% open rates (compared to a 5% industry benchmark) 
  • Sparked cultural conversation at scale, with Amber Ruffin’s content alone generating 518,000+ impressions and 34,000 engagements 

why it matters

This campaign demonstrated that health education works best when it feels trusted and culturally relevant. By combining data with real voices, Vault helped Hologic turn awareness into meaningful action around uterine fibroids. The result was more open conversations, stronger patient confidence and a thoughtful approach to addressing sensitive health topics.