• by Les Luchter , 6 hours ago

“What if understanding your body didn't require years of searching?” asks actress Rumer Willis.

In a :60 “manifesto,” Willis references her quest for health info, now aided by Mira’s at-home hormone tracker. In part to support the birth of her now three-year-old daughter, Willis had been using Mira since 2018, the year the product was first launched, the brand’s creative director, Belen Copetti, tells Marketing Daily.

Willis’ “genuine connection to the product” and “passion about hormone literacy” has led to her becoming Mira’s first “global brand ambassador,” Copetti says.

The ambassadorship has launched with “A Woman’s Maze,” a nine-month earned/owned media campaign that Mira says is “designed to address the profound confusion, dismissed symptoms, and systemic roadblocks women face when navigating their hormonal and reproductive health.” Some paid advertising, such as Facebook advertising, is also involved.

“The campaign aims to normalize conversations around hormone health, reduce confusion, and empower women with better information and tools to understand their bodies,” Copetti explains. Most importantly, she says, Mira wants “to shift how women relate to their bodies” and ultimately “help more women move from uncertainty to informed decision-making about their health.”

Besides the video and a dedicated web hub, Copetti says the campaign includes social postings by Willis and Mira, emails from Mira, and partnerships with healthcare professionals and creators.

Willis and Mira are also pushing people to sign a Change.org petition that calls for sex hormone education in K-12 schools

Besides traffic to the campaign hub and petition participation, Copetti says that the campaign’s success will be measured through cultural lift (how much did it turn someone’s private question of “Is it normal” into a shared one?) and search results -- how much the campaign didn’t just capture attention, but changed behavior, driving an increase in campaign-related queries.

“The campaign is intentionally broad,” she says. “Rather than focusing on one condition or life stage, it speaks to women navigating hormone and reproductive health, from fertility through perimenopause and menopause. It's designed for women who have experienced confusion around symptoms, struggled to find answers, or want a better understanding of their bodies.”

Furthermore, Copetti adds,  “the campaign is rooted in research showing many women feel underserved by today's healthcare system.”

That research consists of a May survey of 1,200 American women aged 18–54 that Mira conducted over the Pollfish platform, which revealed “a healthcare landscape where women are left to rely on search engines and AI rather than medical professionals to understand their own bodies.”

Mira products, sold online via either through Mira.com or Amazon, include hormone monitor kits, other tests like fertility and pregnancy, extra wands for the tests, and supplements.

Wands need to be purchased on a regular basis.