When we started planning Mira’s 2025 campaigns, we aimed big—but reaching over 5 million people? That was bigger than we imagined.
We had just wrapped our annual Hormone Health Index Report—over 2,000 women surveyed. And one stat hit us like a brick: 66% of women in the U.S. have never tested their hormones.
How is that possible? In 2025? After 120 years since hormones were first discovered?
That contrast, between over a century of “information we were supposed to have and we still don’t” and the very true fact that women don’t test their hormones, mostly because they are not encouraged to, was the spark for the campaign.
Real Stories, Real Frustration, Real Change
We thought—this shouldn’t be just another awareness post. We needed to turn this into something layered and impactful that people would resonate with.
On the other hand, we didn’t want to just talk to consumers—we wanted to show all people what really happens when we try to take care of ourselves and our health. How difficult it is to knock on the right doors, get answers, feel heard—or be heard—and how often that happens. From a very, very young age.
So we went wide:
- We created the Hormone Innovators Awards to highlight companies and people leading the change
- We hosted a panel in San Francisco to bring experts together and ask: What do the next 120 years need to look like?
- And yes—we launched a “jingle” that went viral!
The thing is, change doesn’t happen in a silo. It’s women learning to track and understand their own cycles, together. It’s companies like Mira using that data to train algorithms, improve journeys, and personalize care. It’s healthcare providers integrating hormone care into the bigger health picture—without all the stigma, without the bureaucracy, and with a real willingness to listen to patients.
This campaign was a way to turn some of that frustration—like when you walk into a doctor’s office just to get a “wait and see”—into something funny, but very real. Something that reflects what millions of women go through every single day when seeking care.
This Wasn’t Made to Blend In
Getting the tone of the jingle right was surprisingly hard. We wanted to hit that perfect middle point—funny and relatable, but also real and empowering. We didn’t want to sound too negative, but we didn’t want to gloss over the reality either. That tension, is where the magic in campaign-building and creativity lives.
But it was also so much fun. Because our creative team shared the same goal: make something unforgettable. And that makes all the difference, when we’re in it as a team.
A behind-the-scenes moment, was hearing the final jingle and having that internal moment of doubt—is this too weird? Too much? But everyone loved it. Then the team sent their own videos singing along and dancing to the jingle, and it brought everyone together. It was one of those rare moments where remote collaboration felt close!
The Internet Didn’t Just Watch—It Joined In
The reaction from the community was amazing. So many people commented, laughed, reshared, and said, “this is literally me.” We saw a real spike in traffic, in new users, and in awareness—and that’s when it clicked: this risk we took was worth it.
- 5.4M+ impressions—4x our previous benchmark
- 39,576 saves & shares—sparking real resonance across platforms
- 224K+ engagements—11.2x more than our last campaign, with sharing of personal, raw and relatable hormone stories
- 1.2M plays—from one standout video
- 610 organic jingle recreations—proving the creative stuck
- 3,024 clicks in 24 hours—a surge of real-time interest
- 500+ offline B2B panel sign-ups—turning attention into action
It was a new kind of idea at Mira. And it worked. It reminded us that being bold isn’t just for the sake of being different—it’s how we meet people where they are.
We’ll Keep Shouting Until Everyone’s Heard
We learned that the boldest ideas require trust. Trust in the vision, trust in your team, and trust that the audience will get it—especially when it’s honest.
Would I do something like this again? Absolutely.
This is just the beginning. We want women who’ve never tested their hormones to one day do it naturally. As part of a routine. As a way to feel better and be more in control of their health.
Because women’s health has never had an easy path to answers—but we’re building the tools that can help. And we’re going to keep finding creative ways to tell that story.
