MSG partnered with the U.S. Department of Health and Human Services’ Office on Women’s Health to lead a national awareness and behavior change campaign on sarcopenia, a condition marked by the loss of muscle mass and strength with age. Targeting women ages 65 and older, along with their caregivers, families, and health care providers, MSG developed a full-scale communications strategy grounded in Applied Empathy to promote prevention, early detection, and treatment. Our team crafted a compelling brand identity and executed a strategic communications plan that included digital and print products, social media advertising, email campaigns, video content, and an online curriculum. We delivered measurable results, including over 552 million impressions and top-performing content across federal social media channels. By applying audience-centered research and monthly performance optimization, MSG helped the campaign exceed engagement goals and elevate public understanding of a critical women’s health issue.