GE - For Women By Women

Creative Direction // Experience Design

The For Women By Women initiative was launched in October 2011 to announce GE’s continued commitment to women’s health. The month-long campaign focused on re-imagining the mammography experience. A comfortable designed space provided a safe environment for patients, doctors, designers, engineers, and cancer survivors to share stories, ideas, and gather insights. A prototype of a waiting and exam room explored new concepts for a better mammography experience. Partners and collaborators included IDEO, Susan G. Komen, The Mayo Clinic, and a mix of commercial and institutional partners.

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