Women who care for others often place their own physical and emotional health last. Lilly research made that tension measurable through an eight-minute survey of 1,000 women caregivers ages 30 to 55, conducted in October 2017. The work explored the distance between recognizing strain and taking action. Three strategic territories were tested to identify a platform that could feel emotionally true, useful in daily life, and credible enough to support a health conversation. This created an opening for care that began with recognition and respected overloaded lives.
I provided executive leadership for creative strategy, content strategy, and planning, translating the research directly into Check In + Check Up. The winning direction paired an emotional check-in with one practical health action, giving women a simple way to acknowledge how they felt and decide what care they needed next. The platform linked audience insight, message architecture, concept testing, content planning, and a clear experience model designed to move recognition toward action without asking women to adopt another complicated routine.
Check In + Check Up gave Lilly a memorable way to move women from recognition toward action. Lilly advanced the platform into a pilot within one of its programs, carrying the research into an experience system spanning prompts, self-assessment, education, conversation starters, and pathways to care. Grounded in research and designed for real life, the work was emotionally intelligent enough to feel personal, structured enough to guide content and channels, and useful to fit overloaded lives.
