It’s Simply Healthcare

Without the word, it’s simply healthcare.

In 2023, I was awarded two D&AD New Blood Pencils — White and Wood — for It’s Simply Healthcare, created for Hey Jane. The campaign combined strategy, design and storytelling to simplify a complex subject while reflecting Hey Jane’s mission to break down barriers and support women with confidence and care.

The insight was simple: the word abortion often carries more noise than the healthcare experience itself. By removing the word from real testimonials, the work focused attention on the familiar emotions surrounding any important procedure — fear beforehand, care during it and recovery afterwards.

The campaign extended across redacted testimonial posters, short-form social content, street interviews and interactive out-of-home placements. Audiences were invited to guess the procedure or complete missing gaps, reframing the conversation around abortion as essential, human healthcare.