• by Les Luchter , 3 hours ago

Two marketing takes on the “hot girl summer” vibe, both focusing on women’s health, are livening up Manhattan right now.

An outdoor campaign downtown wants women to have better orgasms, while one uptown wants them to better recognize and treat their menopause symptoms. The former, with imagery showing a woman frolicking in a bikini, is from O Positiv Health; the latter, showing sweaty bodies, from Midi Health and Mt. Sinai.

Downtown

In the West Village, Meatpacking District, NOHO and Chelsea, “Wet Girl Summer” arrived this week via more than 100 wild posters suggesting women “Destigmatize Vaginal Health” and “Get Wet” at an Aug. 23 event.

Phrases like “Wet Girl Summer” and “Get Wet” have also shown up in chalk on over 40 sidewalk locations, and 18+ females have been targeted with paid social ads.

O Positiv, a women’s health brand, is “openly celebrating the spirit of vaginal health and vaginal moisture,” Co-Founder Brianna Bitton tells Marketing Daily.

More specifically, O Positiv is marking the launch of its URO Vaginal Moisture + Mood, said to be the first daily supplement to combine support for healthy sexual function, natural lubrication, and emotional well-being in one capsule.

At the NYC event, says Bitton, “guests can expect cheeky branded merch, juicy fruit treats, an exciting DJ lineup…and more – all designed to celebrate vaginal and sexual health.”

O Positiv says it is also donating $20,000 to the The Society for Women’s Health Research.

The “Wet Girl Summer” creative was created in-house, with Autumn Communications handling the event build-out.

URO Vaginal Moisture + Mood, available from opositiv.com and Amazon, contains ginko, GABA (gamma-aminobutryic acid), velvet bean seed extract, L-Citrulline and L-Arginine. O Positiv says it improves blood flow to support arousal and natural vaginal lubrication, healthy sexual stimulation, and overall sexual satisfaction.

“It’s time to…close the orgasm gap,” Bitton says. “We’re spotlighting the cultural taboos that continue to silence women’s experiences with arousal, dryness, and intimacy.”

Uptown

On the Upper West Side and Upper East Side, the problem is women being “sweaty, tired and moody.”

“The summer heat and humid NYC summers gave us a perfect creative hook to tie into common menopause symptoms like hot flashes and fatigue,” telehealth company Midi Health tells Marketing Daily. “Additionally, we knew New York City's heavy foot traffic in July and August would make this a high-impact window.”

Since the month-long campaign began July 28, digital out-of-home ads in subways and at bus stops have been telling women with those symptoms, “Don’t blame the city. It could be your hormones,” and suggesting they “get expert perimenopause and menopause care from Midi Health and Mt. Sinai.”

“We also layered in geofenced digital ads and a direct mail campaign to Midi patients in the Mount Sinai catchment area,” Midi adds.

The campaign was created in-house by Midi Health.

Midi Health first hooked up with the major New York health system a year ago to provide virtual access to specialized care and personalized treatment plans.

The ads include the URL joinmidi.com/mountsinai and a scannable QR code, which takes women to a site where they can book a range of telehealth visits for issues concerning women’s midlife health.

The campaign’s goal, Midi says, is to drive awareness of the brand’s partnership with Mount Sinai “and to increase new patient acquisition into Midi, which eventually drives downstream referrals into Mount Sinai.”

“Partnering with respected healthcare systems like Mount Sinai ensures that women can access expert virtual care through Midi and seamlessly transition to in-person support when needed. It’s a model we’re excited to expand and replicate with other health system partners across the country.”