Six concepts.
Two motions.
Zero baked stats.
Every frame composed in the image. Identity-neutral editorial register — no patient faces, no demographic cues, no outcome statistics on frame. Three persona-led acquisition concepts and three brand-position concepts. Built to clear Meta health-ad review and the adKlinic compliance layer before any of them reach Ads Manager.
§01 · The compliance posture, in the creative itself
The frame is the policy.
For a brand selling diabetes reversal and GLP-1 maintenance on Meta, the creative is the first place compliance shows up — not the lander, not the offer, not the footer. These six frames are built to a register the platform's health-ad reviewers and the FTC's structure/function guidance both accept on read-one.
adKlinic · creative compliance posture
Three things this pack does not do.
This isn't a stylistic preference. It's the difference between a creative system that compounds pixel data and a creative system that burns spend on Meta review kills.
Rule 01
No outcome statistics on frame.
The 3% A1c reduction, the 11-pound loss, the 98% medication-reduction figure — all proof beats live in body copy and on the lander, where they can be sourced and disclaimed. Never baked into the image.
Rule 02
No patient imagery.
No faces, no demographic cues, no before-and-after, no body imagery, no medical iconography. Identity-neutral editorial typography only. Eliminates the most common Meta health-ad review trigger.
Rule 03
Brand-clinical, not wellness-app.
The register reads more Bloomberg Businessweek than Calibrate. Closer to Oscar Health's editorial surface than to the GLP-1 DTC visual pack. Earns the trust the category requires.
§02 · Bucket A · Persona-led acquisition
Bucket A
Three rooms, one program.
3 concepts · 1:1 feed master · symptom-aware framing
HS · 01
"You lost the weight. Now keep it."
1:1 feed · GLP-1 off-ramper persona
The highest-defensibility lane. Speaks directly to the GLP-1 off-ramper without making a weight claim, an outcome claim, or naming the medication. The behavioral-system frame is what Heald uniquely offers — the creative leads with the problem, not the proof.
HS · 02
"Type 2 isn't a destination."
1:1 feed · pre-diabetic persona
The pre-diagnosis lane. Reframes the diagnosis from endpoint to inflection. Avoids the "reverse your diabetes" claim and lands on "trajectory" — a softer, harder-to-challenge phrasing that the legal lens accepts and the audience reads correctly.
HS · 03
"Endocrinologist. Nutritionist. Behavioral psychologist."
1:1 feed · structured-program proof
The clinical-team proof. The proof beat that doesn't require a statistic — names the actual care team without naming individual clinicians. Reads as program structure, not weight-loss promise. (Production frame would resolve the count to match the named roles or add the fitness coach.)
§03 · Bucket B · Brand position
Bucket B
Position. Held to clinical.
3 concepts · 1:1 feed master · category-position framing
HS · 04
"Diabetes reversal, audited."
1:1 feed · brand position · trust signal
The category-position line. "Audited" is the operator's word for "we've done the work, and our work has been seen." Pairs the clinical claim with a posture of accountability the category mostly avoids. Reads to a benefits buyer; reads to a patient buyer too.
HS · 05
"Not a wellness app."
1:1 feed · brand differentiator
The competitive-frame line. Differentiates from Noom / Calibrate / Found / Sequence in five words. Pairs negation with a single positive claim that Heald can actually defend — "held to clinical outcomes" maps to the care-team structure and the published outcome data, on the lander, where it belongs.
HS · 06
"FSA. HSA. ICHRA."
1:1 feed · coverage / Thatch signal
The eligibility line. Carries the Thatch-first-on-marketplace credit and the FSA/HSA-eligible mechanic without making a coverage claim that requires a benefits-policy disclaimer. Functions as bottom-funnel — runs against engaged audiences who've already passed top-funnel education.
§04 · Bucket C · Lifestyle & mood
Bucket C
The world. As proof of life.
6 frames · 4:5 portrait · documentary editorial · identity-neutral · no baked copy
The typographic bucket carries the argument. This bucket carries the atmosphere — six Aesop / Kinfolk / Gentlewoman-register photographs of the daily texture a structured metabolic program actually feels like. No faces, no demographic cues, no medical iconography. The behavior is the subject; the people doing it never have to be on frame. These run alongside the typographic frames in a feed mix, as full-bleed Stories backgrounds, as journal article hero images, and as the photographic register for the iheald.com lander refresh.
LS · 01
"The first decision of the day."
4:5 portrait · documentary editorial · morning ritual
The morning frame. Hand-thrown ceramic mug, black coffee, fresh blueberries on olive wood. The frame signals "intentional first hour" without naming it. Runs as Stories background under a typographic headline overlay; lives on the lander above-the-fold as the program-not-restriction signal.
LS · 02
"The work of paying attention."
4:5 portrait · documentary editorial · tracking surface
The journal frame. Open cream notebook, fountain pen, glass of water with mint on Carrara marble. The structured-behavioral-system signal in object form — no app screen, no CGM, no clinical surface. The reflective texture of a program that's working.
LS · 03
"The walk that starts the day."
4:5 portrait · documentary editorial · movement signal
The movement frame. Cream canvas walking shoes by a wooden door, woven basket with a key, single autumn leaf, morning light through the door gap to a green garden beyond. Movement signaled without a body — pairs cleanly with the GLP-1 off-ramp narrative (the medication ends, the walk doesn't).
LS · 04
"What fuel looks like."
4:5 portrait · overhead · meal composition
The meal frame. Overhead — olive wood cutting board, halved avocados, lemon wedges, walnuts in linen, fresh herbs. Reads as real food, real preparation, real choice — not a calorie-counted prescription. The clinical position in the kitchen.
LS · 05
"The small good choices."
4:5 portrait · documentary editorial · afternoon
The hydration frame. Hand-blown glass of sparkling water with cucumber and rosemary on dark walnut, late golden light, a closed cream linen book beside it. Speaks to the audience who already gets it — the small daily choices that accumulate. Premium register without being precious.
LS · 06
"The room where the change happens."
4:5 portrait · documentary editorial · golden hour
The pause frame. An empty weathered teak bench under climbing roses, golden-hour light, a leather book and a straw hat resting on it. Behavioral change happens in the gaps, not in the gym. Reads as the brand-of-record line: this is what the program actually delivers — a different relationship with time.
How this bucket runs
- Feed-mix variety. Sequence one lifestyle frame between every two typographic frames in the paid social rotation — the typographic frames carry the argument; the lifestyle frames carry the world.
- Stories backgrounds. The full-bleed 9:16 crops of these become the photographic substrate for headline overlays in Stories and Reels — short-form video opens on a lifestyle still and lands on a typographic close.
- Lander photography. The iheald.com refresh proposed in §08.2 of the proposal can use this set verbatim as the page's photographic register — the "what the program feels like" surface above the program details.
- Editorial / authority surface. Long-form journal posts, YouTube authority episodes, and email lifecycle headers all reach for this register. One pack, three surfaces.
- Production note. Frames are AI-generated for preview; production assets would be commissioned through an editorial food/lifestyle photographer in the Atlanta market (Heald HQ) to match this register with real provenance.
§05 · How each winning concept expands
One winner becomes twenty-four assets.
A 1:1 feed master that earns its weekly slot becomes a 4-placement set, paired with three headlines, three primary-text variants, and a 2-CTA bank — the math gets you to ~24 production assets per winning concept, refreshed on a fortnightly cadence. Every asset cleared through the adKlinic compliance lens before it goes to studio.
Sample copy bank · for the GLP-1 off-ramp concept
Primary text A · symptom-led
"GLP-1s helped you lose weight. They don't teach you how to keep it off. Heald does."
Primary text B · structure-led
"A clinical team. A protocol. The behavioral system that makes the weight loss durable."
Headline variant
"What comes after the medication?"
CTA bank
Book a free consult → · See the program → · Check eligibility →
§06 · Production notes
What ships next.
For the next round
- Lock the wordmark + brand palette. These previews render the Heald wordmark in editorial caps and the AYMI house palette (cream/ink/rust). Production frames will switch to the canonical Heald brand color system once locked.
- Care-team count. HS · 03 names three professionals; the proposal benchmark calls four. Either resolve the headline (add Fitness Coach as the fourth) or shift the sub to match the named three.
- Named-clinician authority assets. Several concepts gain force with a named-clinician anchor — Dr. Ritu Madan or Dr. Karamvir Goyal voice-on YouTube long-form, with the still images here pulling double-duty as the carousel/thumbnail surface.
- Spanish-language variants. Diabetes-reversal demand in US Hispanic populations is undercompeted. The next round should include EN/ES paired versions of HS · 01 and HS · 02 at minimum.
- Lander parity. Each concept's outcome claim has to be supported on the lander it routes to. iheald.com's program page should carry the cited outcome data and source disclaimer before any of these ads ship.