Alberta Women's Hospital Foundation

Surveying The Silence

Problem

A relatively new foundation launched by the Royal Alexandra Hospital Foundation—the Alberta Women’s Hospital Foundation is on a mission to raise awareness and funds for women’s health conditions across the province. Having deep roots and experience in the Alberta medical industry, they observed that women’s health issues lacked a voice in the landscape and they wanted to speak up about what mattered to them—and should indeed matter to everyone else as well.

Solution

Each year, the AWHF releases a report on the state of women’s health in the province. Surveying the Silence was a report around how women’s health is generally considered ‘taboo’ and because of this it is often not discussed as openly as other medical issues. With this years focus, ANVL created a campaign focussed on how this ‘silence’ impacts the women in all our lives—whether they be a mother, wife, sister, daughter, or friend. The idea was based on how many women live with these medical conditions in silence, whether that be they don’t feel comfortable discussing these issues openly, or they weren’t met with support and understanding in past situations. This ‘silence’ was the primary image behind the campaign that spanned print and digital media, highlighting women’s hesitation to open up but also educating a wider audience on some of the key medical conditions women can face throughout their lives. The chosen imagery captures the raw emotion women feel inside but don’t always feel safe enough to share externally.

Impact

The Surveying the Silence report was met with an overwhelmingly positive response garnering media and provincial government attention. This all has contributed to the goal of increasing awareness and dialogue on the topic of women’s health conditions and hopefully empowering women across the province to discuss these issues more openly. Only through these types of dialogues can we begin to remove the taboo’s around these serious health conditions that threaten all the women in our lives.

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