The Women's Medicine Collaborative, part of the Lifespan family, is a one of a kind medical office, catering only to women. Using market research as a guide, the woman who "does it all" became the focus. Want to see inside the life of a woman? Look in her purse, if she allows. This campaign exposes her purse to portray the numerous roles a woman plays, assuring her that the Women's Medicine Collaborative does it all too.