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Top 3 Campaign in Health & Wellbeing · October 2026
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Top 3 Campaign
Health & Wellbeing · October 2026

Her Second Act: The Midlife Study

PR Campaign
Thursday 15th October, 2026

CVS Health and The Midlife Collective are studying women’s experiences of midlife, with the findings set to shape “Her Second Act”, a documentary in development. The hook is pairing research with personal stories to challenge the idea that midlife is defined by decline, and recast it as a time of possibility and reinvention.

Why it worked: It blended proprietary data with a celebrity-led documentary announcement, turning a massive, underreported health transition into an exclusive, timely media moment.

The lesson: Consider pairing a fresh dataset you own with a culture-driving format (doc, live event, game) and offer an exclusive to one outlet.

CVS Health The Midlife Collective
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