Trending PR Campaigns
Her Second Act: The Midlife Study
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.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| cvshealth.com | CVS Health | CVS Health collaborates with The Midlife Collective to redefine a woman's midlife health journey | Thursday 15th October, 2026 |
| thewrap.com | CVS Health Partners With The Midlife Collective for Women’s Study and Documentary | Thursday 15th October, 2026 |
| prnewswire.com | CVS Health collaborates with The Midlife Collective to redefine a woman's midlife health journey | Thursday 15th October, 2026 |
| drugstorenews.com | CVS Health partnership to explore women’s midlife experiences | Drug Store News | Thursday 15th October, 2026 |