P&G and Lifetime came together for a year-long Her America partnership.

Custom content was created to educate consumers about P&G brands including Metamucil and break outdated perceptions, while targeting a younger audience personally invested in health and wellness. The Metamucil spot featured Christine Deyo, a career boulder climber who is helping to redefine the sport of routesetting. She is one of the very few female head routesetters in the sport and is paving the way for more women.

The Metamucil spots launched both linerally and digitally in conjunction with the overall Her America launch. Spots ran on-air from February-April 2018 and live within the Her America microsite.

2/28/18 – 8:16:54PM

3/2/18 – 10:14:08PM

3/6/18 – 11:23:34PM

3/8/18 - 8:23:16PM

3/14/18 – 11:14:37PM

3/18/18 – 11:52:58PM

3/23/18 – 10:49:29PM

3/25/18 – 9:41:41PM

3/27/18 – 10:55:50PM

4/1/18 – 11:02:24PM

Metrics still being collected