/Novomins Launches Initiative to Elevate Women’s Health Conversations in London
– Novomins initiates first out-of-home advertising campaign focusing on women’s health
– Ambassador Vicky Pattison engages with women in a branded taxi, offering free rides
– Campaign aims to bring attention to often-ignored health issues affecting women
– Valerie Stark McQuillan emphasizes the importance of listening to women’s health experiences
– Loud! OOH orchestrates the activation as it gains recognition in the marketing industry
In a bold move to champion women’s health, nutrition brand Novomins has launched its inaugural out-of-home (OOH) advertising campaign, entitled Put Women’s Health in the Driver’s Seat. The initiative took place in the bustling streets of London, with the overarching goal of fostering open discussions on health issues that often go unheard.
On October 21, Vicky Pattison, the North-East personality and dedicated Novomins ambassador, drove through central London in a fully branded Novomins taxi. During this unique activation, Pattison offered women complimentary rides while encouraging them to discuss the health concerns that impact their lives and often remain unaddressed.
With a focus on challenging societal norms that label certain health issues as “normal,” Novomins sought to create an accessible space where women could freely share their experiences and feel validated. The taxi prominently featured Novomins’ signature pink branding and the message, “Whatever your health goals, we have a gummy for it!”, effectively drawing attention to the brand while serving the campaign’s deeper purpose of facilitating meaningful conversations around women’s health.
Valerie Stark McQuillan, Novomins’ Formulator, Neuroscientist, and Chief Marketing Officer, shared her insights on the initiative: “Too many women are still being told their symptoms are ‘normal’, or waiting years for a diagnosis, simply because no one stopped to really listen. ‘Put Women’s Health in the Driver’s Seat’ is about changing that. Vicky brings honesty and warmth to every conversation, and by giving women a lift across London, we’re giving them space to talk about the things that bother them, the things that get brushed aside, and the things they’ve never felt able to say out loud.
“At Novomins, women’s health isn’t a side project; it’s a serious focus. As a formulator and neuroscientist, I know how much daily nutrition can matter, which is why together with our in-house team of experts I created a dedicated range of gummy vitamins for women. Whether a woman is looking after her urinary health, supporting herself through her monthly cycle, or caring for her intimate balance, we want to be part of that everyday support. But this campaign is about more than products. We’re here to educate, to listen and to give women a voice.”
This campaign marks Novomins’ first venture into OOH advertising, executed in partnership with Loud! OOH, which aims to establish outdoor advertising as a medium that enables critical dialogue rather than merely promoting products.
The initiative aligns with recent achievements by Loud! OOH, which has been shortlisted for ‘New Agency to Watch’ at the Prolific North Marketing Awards 2026, signifying its growing impact in the UK out-of-home market.
Through this OOH debut, Novomins has demonstrated its commitment to prioritize women’s health by actively engaging in discussions that advocate for education, listening, and amplifying women’s voices in the community. For other brands considering taxi advertising in their campaigns, Loud! OOH has published a guide detailing the various formats, costs, and opportunities within this advertising strategy.
