Women’s health campaign

Challenge

Many women in Ontario's healthcare system struggle to be heard, leading to a lack of proper care and understanding for future generations. 

Insight

For decades, discussing a woman's body has been taboo, and women desire welcoming spaces for neutral conversations about their bodies. People with uteruses are often conditioned to endure pain, feeling invalidated by medical professionals. Additionally, there is a common misconception that certain conditions affecting uterus owners are normal (i.e. debilitating PMS cramps).

Idea

Incorporate typography into the communication strategy, employing word-centered games to deliver insightful copy. Our goal is to create a space for conversations that challenge the stigmas surrounding women’s health and bodies, emphasizing that women's healthcare should not be treated like a game.

Team:

Copywriting: Hannah Dalgarno & Sarah Middleton

Art Direction and Motion Design: Lily Ruble

Instagram Forum: Establish an online forum on Instagram, offering a safe and anonymous space for women and uterus owners to share their healthcare experiences within the Ontario Health system.

OOH advertising - Posters: The campaign, situated in urban hotspots, is intended to capture the audience's attention through vibrant graphics and dynamic typography using wild postings. Additionally, we incorporated typographic symbols to inclusively represent the diverse audience, specifically those who identify as uterus owners, that we aim to reach.

OOH advertising - Motion Design: The aim was to employ kinetic typography to communicate overlooked conditions often misattributed to PMS. The inclusion of the women's health symbol at the end serves as a gesture of solidarity with the potential challenges faced by uterus owners.

Non-Traditional Touchpoint: Introduce a non-traditional touchpoint through mirrors, creating an intimate connection with viewers on a one-to-one level. Seeing their own reflection serves as a poignant reminder of the trials they have overcome.