Women’s Health Collective Canada

BUILDING A MEANINGFUL PLATFORM FOR PARTNERSHIP

Background

Women make up more than half the population of Canada and yet, due to a legacy of inequity in research and the healthcare process, women’s unique health needs continue to be misdiagnosed and misunderstood. In 2020 A&C helped launch Women’s Health Collective Canada (WHCC), a first-of-its-kind strategic alliance between three leading Canadian women’s health foundations, established to help close the research gap by raising funds through corporate partnerships.

Challenge

Create a compelling platform for corporate partnerships.

Approach

To create a meaningful, highly visible platform, we grew our network of engaged followers through social, a monthly newsletter, content partnerships, and media relations. We prioritized smart, shareable, occasionally humorous, research-driven content. We partnered with lifestyle influencers to create social content and a podcast series that addressed health issues with a relatable twist. We leveraged the researchers from each member foundation through social and earned media, and in doing so demonstrated the leadership of WHCC in cutting-edge research.

Results

Ongoing results include 11,832,500 earned media impressions in top tier news outlets, $500,000 in broadcast media value from network partners, major past and present funding partnerships with TD and Shoppers Foundation for Women’s Health, and more than 100% follower growth across social media channels and newsletter subscriber list. The organization continues to grow – its following, its national visibility, and its ability to attract high value corporate partners.