Women’s Health Kicks Off Yearlong Multiplatform Initiative Vision21

Women’s Health Thursday kicked off Vision21, its yearlong multiplatform initiative aimed at encouraging its audience of 45 million (combined print subscribers and social and website visitors) to “dream big” in 2021. The Hearst Magazines title said 92% of respondents to a survey last November said they wanted to reshape their vision for a fresh start in 2021. “This initiative is so what Women’s Health does,” editor in chief Liz Plosser told Adweek. “The pandemic year put their life on pause. We felt that this was the perfect time to bring Vision21 to our readership and excite them about setting goals again: Bring to life this plan in 2021 when we thought our readers needed it more than ever.” One of the key components of Vision21 is a “robust partnership” with Pinterest, which brings 450 million active global users, more than 5 billion vision boards created and hundreds of millions of searches for fitness and wellness ideas on its platform to the table. The combination of real-time data from Women’s Health and Pinterest’s predictive technology will help surface evolving wellness trends and bring positivity to the quest for a happier, healthier 2021. Our readers love going to Pinterest,” Plosser said. “Not just scrolling through passively and daydreaming, but actually saving and collecting things that inspire them.” “Certain brands have a really laser-focused point of view,” Pinterest head of content and creator partnerships Aya Kanai told Adweek, speaking about Women’s Health. “It is important in the marketplace to be differentiated and crystal-clear on what the brand is about.” She added, “Readers and users want that kind of access to the Women’s Health staff. There is no visual way to get a peek into other people’s vision boards. We wanted to create a space for Women’s Health as a brand to bring in its readers and say, ‘You all are in the Women’s Health family and have just as much of something to say as the brand itself.’ We wanted to create a community space where each visitor can submit vision for fashion, fitness, etc.” Vision21 will provide tools and service articles to help readers create their own vision boards, bringing ideas and inspirations to wellness enthusiasts. Plosser added, “Vision boards have been a thing for a while, but there’s a lot of science behind this, too. When you articulate and make a plan, that is when you are most likely to follow through.” “We don’t want health misinformation out there on the internet,” Kanai said. “Leaning on expert content creators like Women’s Health makes a huge difference. There is an overwhelming amount of content out there—millennials and young people feel truly overwhelmed. (Women’s Health’s) expert editorial board narrows you in to what really matters.” Women’s Health also revealed the 10 Visionaries who will be featured in its magazine throughout the year—" the luminaries in each of those content pillars,” as Plosser called them: Mel Alcantara, celebrity trainer and influencerJennifer Ashton, medical correspondent for ABC News/Good Morning America and doctorGabby Bernstein, best-selling author, wellness expert and motivational speakerHannah Bronfman, entrepreneur and influencerMadelyn Cline, actress and fitness/mental health advocateKanai (she was featured in the March issue)Amanda Kloots, “fitfluencer” and co-host of The TalkDomonique Panton, fitness/wellness influencerSophia Roe, New York chef and healthy food influencerJay Shetty, author, podcaster and purpose coach “This is truly a unique use case,” Kanai said. “People from Pinterest had never thought of this before. (Vision21 was the) brainchild of Liz.”