Dense policy, a scrolling audience
The content covered health economics, policy, gender equity and clinical evidence. The audience was scrolling. One long argument would not be read, and one hero post would not hold attention for two weeks.
A countdown turns a dense argument into a sequence, and a sequence is something people can follow.
The countdown gave the campaign a shape people already know, a reason to come back each day, and a content calendar built into the idea. Each day carried one argument: the gender health gap, the burden of care, self-testing, self-injection, the health workforce.
