When GLP-1s, the popular prescription weight loss drugs, went into a national shortage, Ro didn’t hit pause—we pivoted. Rather than pulling back, we used the moment to build brand affinity, positioning Ro as the go-to destination when supply returned.

Jumping off the insight that many patients avoid discussing their weight out of fear of judgment from providers, I led our team in creating a campaign that framed Ro as the place for shame-free, compassionate care. The result is a bold, emotionally charged brand moment—launched in one of Boston’s busiest transit hubs.

Role
Associate Creative Director

Art Director: Taylor Givens
Senior Creative Director: Katie O’Keefe