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/

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.

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).

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).

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.

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.

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.