Problem

Parenthood is stressful, particularly for younger Mothers juggling the demands of raising a family with a career. For this account, we were given a blank slate to find a solution that would provide "whole family" wellness without resorting to the tired approaches of the past. We were backed by a company that specialized in hospitality.

Solution

We created a solution that sought to redefine the meaning of a "health club." As we saw it, health clubs are for the body, yet wellness starts with the mind. Why not develop health club experiences that work from the neck up? Head First Clubs were designed to deliver whole body–and whole family–wellness.

Not all Moms can be Tiger Moms. Most Mothers, our research showed, have a strong desire to raise happy and healthy kids. Society, however, puts extreme pressure on Mothers, in particular, to raise geniuses while working full time and still managing a perfect household. They remain the focus of attention, and not in a good way. Our roll-out, therefore, included extensive focus on empowering women and Mothers in particular.Head First Clubs featured the amenities of a high-end club with lite group therapy for families and individuals struggling with the demands of raising kids. It was a first of its kind. Head First Clubs originally targeted Mothers in the 24-48 age bracket who felt unempowered. The Head First message was that “good enough” is great when it comes to the modern family. An extensive social campaign supported this position.

Success