let’s gO!O!O!O!O! LibidO!O!O!O!O!O!O!O!

• Crafted brand positioning and campaign strategy for Addyi — the little pink pill with Big Pink Energy — on a mission to advance the science of female sexual wellness. With Near&Dear agency.

• Key insight: Women are mad as hell that their health care has lagged men for so long. Menopause is having a moment and Genx women are rewriting the playbook, pursuing vital sex lives and vigorous health just like men have for millennia. It’s time for Addyi to make a bold cultural assertion: female libido is a real biological health issue that matters — even after menopause! (Women, prepare to be shocked: brain scans show female desire starts in the brain, not in the loins. It’s neurochemistry.)

• The campaign launches with the iconic track Shania Twain's Man! I Feel Like a Woman as a rallying cry to women. “Let’s GO!O!O!O!O!O!O!O.!”

• Founder and CEO Cindy Eckert — named to the TIME100 Health list in 2026 and subject of the acclaimed documentaryThe Pink Pill: Sex, Drugs & Who Has Control — has spent a decade fighting to make female desire a medical priority. This campaign is a big pink assertion in culture that women’s libido is a real health issue that matters —and does it with humor with swagger.