Women’s Health, a US magazine, were launching an Australian edition. Keeping the existing tag line, “It’s Good To Be You”, we contrasted their positive approach with a more “bitchy” tone of voice reminiscent of some other women’s magazines. The launch issue exceeded circulation targets by 50% – and had to be re-printed twice. The campaign won Magazine Publishers of Australia “Campaign of the Year”, and was subsequently used for the launch of Women’s Health in New Zealand and South Africa.