#UncensorYourHealth
How making the product the campaign gave 70 million people their words back - in seven days.
MY ROLE
Senior Product Designer
Ladywell
Brand
Tool of NA × Saatchi LA
Studio
7 Day Sprint to Live
Timeline
Cannes Silver Lion · 2× Webby · ThinkLA Innovator
Awards
THE IMPACT70M+ earned impressions. 230% traffic increase . 1000s messages generated.
The Problem
The vocabulary of women's health was banned.
Ladywell makes supplements for hormonal health. Their category — menopause, perimenopause, cycle support, reproductive wellness — requires medically specific language. That language was being systematically killed.
Meta, TikTok, and Google's automated moderation systems were flagging and suppressing clinical health terms as inappropriate. Not obscene content. Not misinformation. The words doctors use in hospitals. The words women need to understand their own bodies. The systems were never designed with women's health in mind — and the silence was costing real businesses real reach, and real women access to real information.
90% of women's health organizations face active censorship on major platforms.
84% of ads from sexual and reproductive health businesses are blocked by Meta before reaching a single person. This isn't edge-case content — it's the clinical vocabulary that half the population needs to discuss their own bodies.
Medically accurate terms actively suppressed on major ad platforms: Vagina. Menopause. Perimenopause. Miscarriage. Discharge. Endometriosis. Breast. Polycystic Ovary Syndrome. Hormones.
“How do you run a campaign when your product’s vocabulary is banned?”
The Insight
The breakthrough wasn't a marketing strategy. It was a cognitive science principle called typoglycemia — the brain's ability to read scrambled words as long as the first and last letters remain in place. Humans do it instantly and unconsciously. AI content moderation systems read each character literally and cannot.
Humans and Machines Read Differently. That’s the Exploit.
The exploit was always there in cognitive science. Our job was to design a product around it — and make it simple enough that anyone could use it in ten seconds.
THE DECISION
Two Concepts. One Week. One Right Answer.
Concept 01 - NOT BUILT: The Ladywell Protocol
A cinematic digital experience — a glowing "pill capsule" that breaks open to unleash banned words in a pixel explosion. Narrative-first, awards-aimed, immersive. Diagnosis as metaphor. The generator as the cure. Unreachable in seven days. The better pitch deck.
Concept 02 - CHOSEN: The Censorship Scrambler
Strip the idea to its single essential act. One input. One scrambled output. Shareable in one click. The UX disappears — leaving only the action. The simplicity wasn't a compromise. It was the point. Shippable in seven days. The better product decision.
Recommending Concept 02 — with a more spectacular alternative on the table — was the senior design call. The constraint produced a tighter, more viral product than a longer runway would have. When the tool is this simple and this powerful, you get out of the way and let it spread.
Making the Product the Campaign
My role was the Censorship Scrambler — the word generator at the center of everything. The interface looked simple.
The thinking behind every decision was not.
01 — One job. Zero friction.
The generator had a single purpose: input a banned word, receive a scrambled output, share it. Every feature proposal — saved word libraries, user accounts, color customization — was cut. The shorter the distance from intent to action, the more people complete it. We designed for completion, not engagement.
02 — The output is the creative.
This was the pivotal product insight. The output format — large type, high contrast, brand color, platform-specific crop — was designed to function as a finished shareable asset, not a link. Users weren't just using the tool. They were producing campaign creative. UGC as distribution mechanism, designed in from day one — not bolted on after the fact.
03 — Format selection as a product feature.
The tool lets users choose their output — 9:16, 4:3, or 1:1 — before downloading. This wasn't aesthetic polish. It was the difference between a tool people used once and a platform they returned to. Matching the output to the platform eliminated every friction point between scrambling a word and posting it.
04 — The algorithm as design material.
The scramble behavior itself required design thinking — which letters to shuffle, how to preserve human readability while defeating content moderation, how to handle multi-word phrases and punctuation. The balance between legible and undetectable wasn't a technical parameter. It was a design decision, made at the whiteboard.
The Built Product
A platform for brands and individuals to share women's health messages freely — without being filtered out by automated moderation systems. Write your message. Choose your format. Download and post.
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Exactly how you want it. No self-censoring. No workarounds. The actual clinical words, typed plainly.
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— 9:16, 4:3, or 1:1. Built for every platform, every placement. Pre-cropped and ready to post.
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No filters. No gatekeepers. No rejection notice at the other end.
The Impact
70M+
EARNED IMPRESSIONS
70 million impressions from a product that cost nothing to distribute — because the product was the distribution.
1000s
MESSAGES GENERATED
The 230% traffic increase wasn't from ads. It was from people who had just used the tool, wanting to understand the brand that built it. Every scrambled word someone posted was an act of advocacy that required no brand presence and no paid placement. The product created the audience. The audience created the movement.
230%
TRAFFIC INCREASED
"We gave a voice to a community that was silenced. That's not impressions. That's voices."
Recognition
CANNES SILVER LION
Creative Strategy, Healthcare
CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITYRecognized on advertising’s global stage, for Ladywell, alongside Saatch & Saatchi. The industry’s highest honor for creative work that reshapes how a category communicate.
Best Social Impact Campaign & People’s Voice Winner
THE WEBBY AWARDSInnovator Award
Pioneering Tech for a Cause
THINKLADigital/Mobile Craft
Clio Bronze
Clio AwardsThe AAF’s highest recognition for advertising that advances diversity, equity, inclusion, accessibility, and belonging. Not given for craft alone, given for work that measurably moves something.
Mosaic Award + 14 Awards
AAF DALLASThe principles this project proved.
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The most valuable thing design did here wasn’t visual, it was strategic. A single product decision replaced an entire paid media plan the brand couldn’t legally run. When design reframes a business dead-end into a distribution advantage, it stops being execution and becomes strategy. That’s the altitude the best product work operates at.
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There was a more spectacular concept on the table. Recommending the simpler path, under deadline pressure, with stakeholders in the room, required understanding the brief more deeply than the brief itself did. The senior design move isn't always the most ambitious one.
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Making the scrambled result a downloadable, platform-specific creative asset, not a link — was the choice that made the campaign spread. That decision happened at the whiteboard, not in marketing, before a single line of copy was written. Virality was structural, not accidental.
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Seven days. One interaction. No accounts. The timeline eliminated everything that wasn't essential. The shipped product was tighter and more effective because of the pressure. The best constraints make you discover what the work actually needs.
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When the tool gave women a way to say what they'd been prevented from saying — in ten seconds, for free, with no sign-up — the work stopped being a deliverable. You carry that weight differently. It makes every decision feel like it matters, because it does.
A Cannes Silver Lion. A Webby for Best Social Impact Campaign and a People's Voice award, decided by the public. The audience that carried the campaign is the same one that voted for it.