Advantage Hers

Client: UCB

Agency: Blonde - UCB - Ruder Finn

UCB partnered with tennis superstar Caroline Wozniacki, the most high-profile athlete known to have lived with rheumatoid arthritis (RA), to launch Advantage Hers, a global health initiative raising awareness of the unmet needs of millions of women worldwide living with chronic inflammatory diseases (CIDs).

In this film, Caroline delivers her testimony to camera, charting her rise to the top of tennis, her battle with RA and difficulties to diagnosis even as a superstar, with access to the best healthcare. Her story mirroring the challenges many women with CIDs still face today.

After diagnosis she tells of her determination, taking control of her condition and returning to the top of tennis, winning the WTA Finals.

Her interview is interweaved with new footage and archive of her career, from rising talent to grand-slam wins, plus her own archive showing her as not just a tennis superstar, but also a real person beyond tennis with everyday aspirations of starting a family.

The film is central to the campaign driving massive awareness internationally. The campaign has created an outpouring of positive support and personal stories, helping women with CIDs to take control of their condition and continue to reach for their dreams.