Natalist and Preacher Launch "Always in Awe," a Campaign to Lionize Women Throughout all Types of Reproductive Journeys

Oct. 12, 2022

Female (and female-founded) reproductive health brand, Natalist is on a mission to break the mold of a historically male-dominated reproductive healthcare industry. With the goal of forging a future where women’s reproductive health is grounded in reconnection to one’s own body, Natalist is launching "Always in Awe," a new brand campaign created in collaboration with creative agency Preacher. 

Intentionally timeless with timely implications, the campaign lionizes women and champions embodiment; serving a rallying cry for women to connect more deeply with, and marvel at, the many wonders of their bodies at all stages of their reproductive journeys–even those that don’t result in the birth of a child.

A series of :60, :30 and:15 second spots shine a boldly authentic light on the ups, downs, stops and starts of those journeys; giving women the space to see even the smallest moments—the moments that maybe don’t even feel like moments—with a little more awe and reverence.

A revised version of the spot that reflects censorship from the networks around breast related content, IVF injections and pleasure will run in a:30 version across major TV networks, digital media, and OTT.

Madelyn Wigle, Associate Strategy Director at Preacher explained:

"This campaign is not simply a response to the current headlines, but to the socio-historical inequities that continue to play a dominant role in the experiences of women navigating a healthcare system that is at best, not designed with them in mind and at worst, violent towards them. We made a very intentional decision to focus on embodiment rather than empowerment with this campaign. We were lucky to find ambitious, like-minded partners in the Natalist team that shared in our belief that feeling deeply connected to one’s own reproductive health is a birthright, and that powering through is not a requirement of being powerful."

 

Jenifer Dasho, General Manager of Natalist and CMO of Everly Health said:

"At a time when women are navigating a complex healthcare system, Natalist is proud to release its new “Always in Awe” campaign. Always in Awe is meant to celebrate every stage and moment of reproductive journeys - not just the glossy picturesque ones. There is a whole gamut of reproductive journeys beyond the traditional pathways to parenthood, and we wanted to ensure that they were represented in the campaign. We hope this will help women to redefine their relationships with their bodies by encouraging them to reconnect with themselves and be in awe of what they’re capable of."

 

This marks the first major brand campaign from Natalist, and the brand’s first partnership with Preacher. The spots use a mixed media approach blending UGC with stills and footage from photographer, Brianna Roye. The spoken-word poet featured throughout the campaign is Jae Nichelle.

Aisha Hakim and Ryan Durr, Associate Creative Director's at Preacher who worked on the campaign (prior to Aisha’s departure) said:

"A month prior to shooting, we scoured every social platform and watched countless personal home movies to find just the right moments. It was time-consuming but also incredibly inspiring to see what these women were going through. If there was uncertainty during the editing process, that was quelled once we shared a rough cut with all the participants. Their responses were so overwhelmingly positive. To hear from these people that they felt seen and understood, some even brought to tears, was so rewarding for our team."