In winning the pitch to launch Prevention Magazine, we inherited the name - Prevention, and the tagline -‘Smart ways to live well’. Neither inferred the targets’ positive mindset nor communicated the empathetic tone of the magazine. Therefore our strategy was to create an emotional connection with these women. What we discovered through research was that they are truly excited about tomorrow. The TV launch - using an emotional powerful composition of unquestionable authenticity (Nina Simone’s ‘Feeling Good’) - supported by radio, print and online led to an extraordinarily successful launch.