A research report turned into a campaign that hit the news

the brief.

BC Women's Health Foundation is the province's largest non-profit dedicated to equitable access to the full spectrum of women's health. Ahead of releasing their report on the socioeconomic impacts of COVID-19 on women's health, the foundation asked us to expand its reach and impact.

A dense report doesn't move people. The challenge was to take rigorous research and make it land emotionally: to turn data into something a person would read, feel, and pass on.

the challenge.

The report mattered, but reports get skimmed and forgotten. To create real awareness, the work had to do two things at once: distil the findings so someone could grasp the message whether or not they read the full document, and make those findings shareable enough to travel beyond the foundation's own audience, all on a timeline tied to the report's release.

the process.

We ran user research, tested our hypotheses, and simplified the report down to the messages that evoked the strongest emotion, pairing each with a bold visual treatment. Every colour, image, and word served one purpose: to move a reader to act. Because the report's timing was fixed, we needed speed without sacrificing production value.

the solution.

a bold, scannable microsite.

We built an interactive digital product in Webflow so visitors could glean the most important information whether or not they read the full report: an easily navigable platform that let people engage with the content resonating most with them.

designed for sharing.

Awareness depended on people spreading the stories themselves. We turned anecdotes and facts into ready-made social graphics with Facebook, Twitter, LinkedIn, and Instagram sharing built in, making it effortless to push real quotes and credible data into personal networks.

We chose Webflow for the speed: within a few days of handing the developer the designs, the team could view and iterate on the live microsite, essential given the report's timing.

the outcome.

Less than 20 days after launch, the microsite had drawn 3,500 visitors, with hundreds sharing the social graphics to expose the campaign to thousands more. It earned recognition from Awwwards: an honourable mention in the website category and a Mobile Excellence award, which celebrates work that raises mobile web standards through design and performance. Major news networks including CTV, Global, and CBC featured Unmasking Gender Inequity on air.

The foundation positioned itself as a thought leader and changemaker driving the conversation on systemic gender inequity, and built the platform to scale, adding two further educational initiatives to the site since launch.

Talent, commitment, and innovation. We have been really inspired by the collective Power Shifter team – their individual talents, team camaraderie, and ability to think outside of the box at every step really drove this project to the success we achieved.