There is a large gap in the conversation when it comes to shedding light on the inequalities women experience on their journey to becoming a physician and throughout the medical industry, including dermatology and plastics. As an industry leader, Allergan Aesthetics and a diverse team of leading women physicians saw an opportunity to facilitate a discussion on this matter in hopes to empower those interested in STEM to continue breaking through, while reaching those who can influence tangible, positive change.
The goal was to create a powerful interview series that highlights the experiences of working women physicians, dives into difficult conversations about the inequities in the workplace, and bridges the gap to the next generation of women in STEM. This series needed to be effective enough to be promoted across Allergan Aesthetics social channels, shown at industry events, and shared organically by key industry leaders.
We brought #FutureForWomenInSTEM to life with Allergan Aesthetics and a powerhouse committee of nine renowned doctors. The vision was guided by three goals: inspire industry activation, empower the next generation of women in STEM, and build awareness and trust within the medical community.
To deliver on this mission, we cast three women physicians alongside a rising STEM student to anchor the series. We conducted in-depth pre-interviews, gathered and analyzed industry data, and built discussion points that addressed some of the most pressing issues facing women coming up in the medical field today. This strategic approach ensured that every frame of the documentary series resonated with both heart and credibility.
The challenge? Creating a series that not only resonated emotionally but was powerful enough to gain endorsements and widespread third-party amplification throughout the medical community. This balance was achieved both through Allergan Aesthetics’ industry influence and an intentional approach with a passionate women-led team—on and off-camera from inception through production—who ensured every detail was handled with intention and authenticity.
The result was a visually compelling, emotionally charged, and strategically crafted documentary series that highlighted the challenges women physicians face, opened up difficult conversations about workplace inequities, and provided a roadmap for the future. Every step of the process, from casting to the final cut, was driven by our mission to inspire meaningful change.
Leveraging the influence of Allergan Aesthetics was key, while targeted paid media plans, industry events, and partnerships and collaborations with physicians all ensured a wide reach within dermatology and plastics.
Across the board, all campaign KPIs were met and exceeded. Series content received over 3,000,000 impressions across YouTube, Meta, and LinkedIn, receiving nearly 1,000,000 engagements and 30,000+ reactions. #FutureForWomeninSTEM resulted in both the most viewed and most reacted-to content across Allergan Aesthetics' socials YTD, with a standout metric of over 8 months of watch time. Following the campaign, the series continues to inspire conversation at the industry’s largest events, such as ASDS’ (American Society for Dermatologic Surgery) annual meeting.
“Partnering with FI5TH was an absolute dream. They have a strong understanding of this space and the responsibilities we have as a market leader.” - Amanda Rosenberg, Allergan Aesthetics, an AbbVie Company
Overwhelmingly positive comments were shared from both customers and existing and new social followers. They joined the conversation around equity in STEM fields, sharing personal anecdotes related to the mission of #FutureForWomenInSTEM.
