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When San Francisco-based Mira set out to rebrand as a hormonal health authority, it uncovered a surprising truth: 90% of Americans felt sex education had left them unprepared for real-life experiences. 

This discovery became the catalyst for a campaign that would go beyond fertility tracking and embrace a mission to close the knowledge gap surrounding hormones. Through this effort, Mira is hoping to ignite a national conversation around a critical, under-discussed health issue.

Belen Copetti, creative director of Mira, says her marketing team assumed most people felt they didn’t receive a comprehensive sex education, but were still shocked by the research.

Other findings that struck Copetti and her team included that 42% of women surveyed did not feel prepared for their first sexual experience, while 41% did not feel prepared to communicate with their partners. (The corresponding numbers for men were 47% and 41%, respectively.) 

Given that hormones are central to our sexual and personal lives — Copetti says they “rule most of the changes people go through when they want to start a family — Mira knew explaining how they work would be central to the campaign’s success. 

If the effort’s foundations were built on data from a survey, its execution would lean even further into a human-centered approach. 

Copetti said the company established the role of Sex Hormone Tester and hired a person who would, over the course of a month, share both her experience tracking her hormones and her results on Mira’s social media platforms including YouTube and TikTok. 

The hiring of a tester was intended to normalize conversations that many people are reluctant to have, Copetti explains. 

“What inspired this campaign is the way women talk about their reproductive health,” she says. “We don’t usually get a chance to talk about it openly because reproductive health is something that maybe you whisper about with your friends, though sometimes not even that and a lot of people don’t have access to those sorts of conversations. When you walk into a doctor’s office, sometimes you get the same generic responses and you end up being afraid of talking about your unique experience openly.”

After building excitement around recruiting someone to fill the role through outreach that includes posters with QR codes in Los Angeles, Miami and San Francisco, Mira announced that from the 3,000 women who had applied for the position, they had a winner.

Vinisha had been selected to be the tester and she received a $5,000 payment in exchange for a month of sharing her experience tracking her hormones in a video Sex Hormones Diary. 

At the conclusion of Vinisha’s month of testing, Mira decided to build on the interest generated through Sex Hormones Awareness Week, which ran from February 18 to 24.

During the week, Mira hosted a webinar titled “Sex Hormones in 15 Minutes,” released a free digital guide titled “Sex Hormones for Beginners” and hosted in an in-person event in San Francisco where its CEO Sylvia Kang discussed the role of femtech in bridging the knowledge gap about hormones. 

Looking ahead, Mira plans to organize other Sex Hormones Awareness Weeks.

If much of the impetus for the campaign was survey results that revealed many Americans missed out on some basic sex education, its success is reflected in other, more positive numbers. 

Mira said its campaign had a cumulative reach exceeding 1 billion impressions across 315 media publications. Additionally, videos from the campaign were seen by 160,000 users, while endorsements from influencers resulted in 259,000 impressions, broadening Mira’s consumer base and enhancing brand recall. 

Beyond the campaign’s foundations in data and its execution that was built on the personal experience of its Sex Hormones Tester, Copetti sees much of its power as coming from something more elusive that it offered consumers: hope. 

“We want to change people’s lives,” she says. “We tend to focus more on the negatives and I’m not saying let’s be ultra positive about everything and negate the challenges that people face, but we need an emotional connection of hope for a product and the excitement around the experience. Marketing should continue to be authentic and trustworthy — we have to figure out how we can back up these claims and get people excited about an experience.”