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The link will take you to the recap posted by ZGM relating to the campaign.

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Alberta Women’s Health Foundation | ZGM Case Study

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We adopted the style of beauty advertising to refocus on the inside of women’s bodies, highlighting what really matters.

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(Alberta Women’s Health Foundation, n.d.)

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The Alberta Women's Health Foundation is an organization that sets the primary focus on women's health. They aim to fill gaps that lay within the health research industry and promote equality in the health field as a whole. They operate out of the Royal Alexandra Hospital in Edmonton.

They position themselves as a fighter for women's health rights as well as a support system that they can count on. They are also an educational resource that can be used to stay updated on the latest news and updates. They want their target audience to learn who they are and what they are fighting for and how individuals can also help increase awareness among this sector.

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For the longest time, health research has focused primarily on men, and considering that half or so of the population requires female-oriented health care, it should make sense that more than 8% of funds are attributed to this field (ZGM, n.d.).

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men vs womans health research womans health needing more

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The following page is from the Government of Canada website, they speak about how medications can be metabolized differently between men and women due to health composition. They also recognize that there needs to be representation when it comes to research and testing to ensure that it works.

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Are medications and medical devices more dangerous for women? - CIHR

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While medications and medical devices can improve health, they also hold potential risks for men and women. The level and frequency of these risks can differ depending on the sex and gender of patients. Physiological, molecular and cellular differences mean that male and female bodies react differently to medications and medical devices due to biological sexFootnote 1.

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It should be what's on the inside that counts...

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It should be what's on the inside that counts...

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Every year the beauty and apperance industry is growing more and more. So much that they are expected to grow almost 17% between 2023 and 2028, pushing the just shy of 11 billion dollar industry into new limits (TFO Canada, 2023). The societal pressure for women to participate in this industry is ever growing and thus exceedingly high amounts of money are being thrown into marketing and researching this industry. The overall purpose of this campaign is "addressing the difference between what’s invested in women’s appearances versus what’s invested in their physical and mental health" (ZGM, n.d., p.4). If billions are being spent for what is on the outside, why are only 8% of funds being spent for arguably a more important field, what is on the inside (ZGM, n.d.).

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woman applying makeup or skincare and looking 

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(Australian Institute of Management (AIM), 2020)

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The main goal that the AWHF wanted with this campaign was to spread awareness to as many Albertans as they possibly could. Many Albertans have never even heard of the inequalities that face women when it comes to the healthcare system, it was about time that they became aware. To do so they wanted people to utilize their hashtags and their filters to help share the message with others.

There is no distinct budget listed for what the campaign cost to implement however, I would imagine that it would be on the lowered cost end. This is only due to the fact that they relied heavily on social media marketing, word-of-mouth marketing, and earned media.

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One of the key features of the campaign to help raise awareness and get people talking was a filter that was released on social media. This filter showed how inner beauty was important by placing imagery on women's faces that truly looked like it was showing what was on the inside (ZGM, n.d.)

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The #RefocusTheResearch campaign originally launched on International Women's Day in 2021 and had an extra push that May for Mother's Day when they took superficial Mother's Day presents and reimagined them as life-saving medical technology and equipment (ZGM, n.d.). The campaign would last over the span of 12 weeks.

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International Women's Day Blog Image_0

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The main focus of this campaign was Albertans, mainly those who already had some level of social awareness or consciousness (ZGM, n.d.). The campaign started out in a digital format, mainly utilizing platforms such as Instagram, Facebook, and Pinterest. They relied heavily on social media to help spread their message, hoping that through communication on social media and influencers, their message would be better spread.

The priority audience would then be those who live in Alberta, come from various income and education levels, but have an awareness of what is going on in the world around them. They may already be aware of or possess feminist ideologies. They are active on their social media platforms and feel passionate about social issues to the point that they use their social media platforms as a way to help educate and spread messages. They value the healthcare system and acknowledge that there is a lack of research when it comes to women's health and that this inequality needs to be changed. The textbook mentions that a priority audience is one that has the greatest readiness for action, they do not cost a lot to reach and they are ready to help the cause in the quickest fashion. In this case, it would be 25-55 year olds who are actively on social media and have a heightened social awareness and are ready to stand up for what they believe in. Maybe this means sharing important messages and maybe this means emailing their local political officials to help get something in the works (Lee et al., 2023).

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Connor is a 29-year-old male who lives in the Edmonton area. He is currently employed full-time for Coca-Cola and is heading back to school in September for Alternative Energy. He is very aware of the social and political landscape around him and often shares important information to his Instagram story. He frequently listens to politically focused Podcasts as he likes to keep up with the world and what issues are popping up. He is currently in a relationship and his girlfriend has been going through some health struggles but no matter what symptom, it is usually chalked up to her weight or hormones. He was never aware of the health inequality until now but it has become something he tries to share awareness about.

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Rosa is a 50-year-old woman that lives in the surrounding areas of Edmonton. She works as an employee of the City of Edmonton and primarily works from home. She loves to scroll through Instagram on her breaks or after work and share funny and useful Instagram reels with her daughter and friends. She also loves to use different filters and only shares content on her stories when it is really warranted. She also loves to unwind after a long day of work by sitting on the couch with her husband and watch the 6 o'clock news together as she likes to keep up with the world around her. She is currently dealing with the fun times of getting older, meaning that she is having to take her health into a more defined focus. All she wants is to live a happy and long life so that she can be there for her family for as long as possible. She is excited to one day see her kids get married and become a nana. She was never aware of the lack of womens health research and now it is something that she speaks about regularily with her friends and those around her so that hopefully it can become a more talked about issue.

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Kayla is a 20 year old female who lives in the rural communities in Alberta. She is currently a university student who is studying Kinesiology as she one day hopes to get into the medical field as a Physio Therapist. She is well accustomed to the fact that her textbooks primarily focus on mens bodies and frequently asks questions about how certain aspects would apply to female anatomy. She is very busy and only spends a few minutes scrolling various social medias through the day. She is currently in the point of her life where she wants to constantly be with her friends and her boyfriend. Her and her friends are socially aware and like to update their statuses with important updates as they come when they can.

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Product: The product or desired behaviour of the target audience would be to gain higher levels of awareness of the health research inequality and to have individuals in the target audience help spread this awareness to others. The product that is being promoted is the increase of funding that will be going toward women's research.

Promotion: This campaign is being promoted mainly through social media, there was a hashtag to help people share this information easily across various platforms such as Instagram, Pinterest and Facebook (ZGM. n.d.). There was also a filter that individuals could use to help promote the issue at hand. They were also given paid billboard space by various media partners across the province (ZGM. n.d). They did generate some earned media as well and were able to get over 10 different outlets to speak about their campaign (ZGM. n.d). There was also a filter that was being used to help promote the social issue, the filter was an eye-catching visual that added more depth to a traditional selfie. By using imagery with impact it increased the likelihood of people stopping to see what the campaign was about and further interacting.

Price: The price of not participating in this campaign could be quite significant. By raising awareness it increases the chances of change within the industry and thus increases the overall quality and effectiveness of women's health. Another cost could be the time that is being spent educating themselves on the campaign and educating others. It could also be the time spent interacting with the various social media components such as the filters and the hashtags. The campaign does an effective job of mitigating these costs as the information being presented was very easy to access and comprehend and individuals had the option if they wanted to further investigate the topic. The filters and hashtags are also very easy to use and take a very insignificant amount of time to use and share easily with others.

Place: The main place that the campaign took place was on the social media platforms that were mentioned above. These were the easiest platforms for the target audience to interact with the campaign and get the useful information needed. It was also being distributed on their website and encouraged people to take a deeper information dive by directing them to the AWHF website. An article on InMoment speaks about how in the current landscape we are in, utilizing social media for the delivery of campaigns is more important than ever for the reasoning that they are the most cost-effective way to have higher levels of reach and interaction (Bassig, 2024).

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The following article is a story shared by Cynthia, who had found out that she had a heart condition that she was previously unaware of. Through her story she speaks about how she is one of the lucky ones as she was able to diagnose her condition, while many women don't get the same care and are turned away due to heart condition symptoms presenting very differently in men and women.

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A letter from heart patient Cynthia Culhane

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Over the twelve weeks of the campaign they managed to reach over 23 million individuals (this was calculated through generated impressions), had over 20,000 website visits to the AWHF website, and had over 10 different mentions from major news outlets (ZGM, n.d.).

This campaign seems to be quite effective, they accomplished their goal of reaching quite a large amount of individuals and encouraging them to head to the website for more information. When looking up the hashtag now I was a little surprised at how many tags they had, it showed that they had over 500 tags with the hashtag #RefocusTheResearch, which at first glance may seem small. However, that doesn't include everyone who used the filter on their Instagram stories, it only includes those who posted the hashtag to their personal feed.

Overall the campaign brought a lot of awareness to the AWHF as well as the social change of putting a heavier influence on women's health research therefore meeting their goals. Many socially aware individuals have significant presences on social media platforms so utilizing them as the main hosting place of the campaign made a lot of sense and worked quite well for them. The main goal was to increase overall awareness and that they did.

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Overall I think that the campaign was done very effectively. If the campaign were to be conducted in today's climate I think I would recommend partnering with influencers around Alberta that could help raise awareness. This could mean working with individuals such as Janis Irwin, who is a beloved Edmonton-based politician who speaks very frequently on different social issues around Alberta. There are also a plethora of Alberta-based influencers on TikTok who like to share various happenings around the province that could help boost the campaign. Ensuring that the filter works across various platforms rather than just Instagram. This could also mean starting a new trend on TikTok, according to an article on MarkoPolo.AI, they speak about how marketing using TikTok trends can heighten the chances of posts going viral and reaching bigger audiences (MarkoPolo.AI, n.d.).

The article linked above speaks about how this platform has become unlike no other when it comes to sharing content and getting out a message. They speak about this platform should be a part of every social media based campaign going forward as almost every demographic of target audience has some level of exposure with the platform and it is only ever growing (Hudson, 2023).

Looking at the marketing mix, there are also some ideas that can be improved, for example, the textbook mentions place your campaign where the target audience shops, for this case it can be very similar to the example they gave that relates to getting a women's health service done whilst at the places they frequent such as a mall (Lee et al., 2023). This campaign could have reached out to local malls to place themselves where the priority audience is shopping, playing on the previously mentioned idea that if they are spending so much money on their physical appearance, there should also be a higher level of funding for their inner health. Another idea would be to place advertising at local pharmacies, this could provoke women to ask questions that could help them in the long run such as how a new medication may affect them as a female. How might this new medication interact with their hormone levels and what they can do to help or if there are any alternatives that are better suited to a female anatomy.

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TikTok - Why it should be in your Social Media Strategy?

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TikTok should be part of your social media strategy - find out why. Read the latest blog from Volume Marketing Manchester

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Alamy. (n.d.). Four 4 PS marketing mix infographic flat vector illustration scheme. Alamy Images. https://www.alamy.com/four-4-ps-marketing-mix-infographic-flat-vector-illustration-scheme-image352447374.html

Alberta Women’s Health Foundation. (n.d.). [AWHF Logo]. https://www.albertawomenshealthfoundation.org/

Anderson, R. [Rosa Anderson]. (2025, 03, 13). Woman waving hand.

Australian Institute of Management (AIM). (2020, August 19). [An image of a brain with various scientists inspecting it.]. https://www.aim.com.au/blog/achieving-self-awareness-how-to-know-what-you-dont-know

Bassig, M. (2024, October 10). The importance of social media marketing | InMoment. InMoment. https://inmoment.com/blog/importance-of-social-media-marketing/#:~:text=Social%20Media%20Boosts%20Brand%20Awareness,and%20engage%20with%20your%20business.

Hudson, J. (2023b, March 8). 4 reasons TikTok should be part of your social media strategy. Volume Marketing. https://www.volumemarketing.co.uk/social-media/4-reasons-tiktok-should-be-part-of-your-marketing-strategy/

Hudson, K. [Kayla Hudson]. (2025, 03, 12). Woman waving hand.

Hutton, C. [Connor Hutton]. (2025, 03, 12). Man waving hand.

Lee, N. R., Kotler, P., & Colehour, J. (2023). Social Marketing: Behavior Change for Good (7th ed.) [Hard Copy]. SAGE Publications Inc.

MarkoPolo.AI. (n.d.). Why are TikTok Trends Good for Marketing. https://www.markopolo.ai/post/why-are-tiktok-trends-good-for-marketing#:~:text=TikTok%20trends%20are%20distinct%20in%20that%20they,create%20their%20own%20versions%20of%20the%20trend.&text=TikTok%20trends%20also%20have%20a%20snowball%20effect%2C,popular%20and%20reach%20an%20even%20larger%20audience.

Stapleton, A. (2024, March 8). An illustrated image of a group of women holding hands while holding a banner that says “International Women’s Day”. Take Me Outside - to Get People, Both Young and Old, Outside. https://takemeoutside.ca/international-womens-day-2023/

TFO Canada. (2023, September 29). Cosmetics, spa and beauty products - TFO Canada. https://tfocanada.ca/market_access/cosmetics-spa-and-beauty-products/#:~:text=The%20Canadian%20Beauty%20and%20Personal,it%20comes%20to%20beauty%20products.

ZGM. (n.d.). Alberta Women’s Health Foundation | ZGM case study. https://zgm.ca/work/focus-on-the-research/