Most products have a large audience. In this case, the audience was literally 52 percent of the population. Women.com asked us to launch their new website and show how it was relevant to modern women. So, how do you speak to a group that is anything but homogeneous? Especially given how many stereotypes exist about the given group? Well, we spoke to the one thing all women could agree on: What they aren’t. By humorously challenging universal stereotypes, we suggested that a diversity of women could find their interests reflected on the site. The campaign was a success: In the first month, unaided awareness went up 140 percent among wired women nationally (despite the fact that we were only running in seven markets). And the work was cited as the “best campaign targeting women” by the Advertising Women of New York two years in a row. Eventually, Women.com was purchased by its biggest competitor, iVillage. We stay in touch with many of our friends and clients from Women.com, and many of them have hired us several times over the last decade.