When we needed to help our new partners, Swanson Health Products, create a campaign for their Wellness Inside & Out tm (WIO) line we took inspiration from their tagline, “Self-care isn’t self-centered.” We saw that sentiment embodied in acts like putting on one’s own oxygen mask before helping others. The gist? We can’t take care of others if we aren’t taking care of ourselves. It’s not just “OK” to care for ourselves—we must. So, in our campaign we positioned WIO products as a way for women to be more “you-centered,” not self-centered.