VCU Institute for women's healthThe mission
Make women’s health feel just as important to men as it is to women.
Where we were coming from
The IWH is a medical research institute connecting fields that extend beyond medicine and driving women’s health forward. However, the subject of women’s health doesn’t get enough visibility and isn’t prioritized which caused their funding to be unstable. To help this, we wanted to strengthen their online presence so more people could understand that women’s health is important and that the IWH is working hard to make an impact.
The method to our madness
We surveyed IWH members to understand what value they get from being a member.
We investigated what bigger institutes are doing and what messaging they’re putting out.
We took to social media to see what conversations were happening around women’s health.
We dove into scientific studies to better understand the importance of women’s health and find mental barriers people may encounter when it comes to donating.
“Cross-disciplinary connections with faculty and other individuals focused in women's health has been the most beneficial for connection.”
IWH member
Interdisciplinary connection drives women’s health forward
74% of Americans want to give to causes they care about
but only
12%
of Americans have a good understanding of health.
To donate, they need to see:
The organization as science-based
How it contributes to solving an issue
Their personal connection to the cause
So, what’s the hold up?
The work the IWH is doing isn’t resonating with enough people because many don’t understand that women’s health affects everybody, not just women.
And, basically…
People don’t see that a society is only as strong as its women.
We’d provide the rally cry to ignite people’s drive to donate: “IWH protects society’s protectors.”
The Finesse
New branding that’s ownable for IWH, a social campaign that can reach the largest number of potential donors, and a supplemental website that can better showcase the institute’s work.
The Follow-through
Logo Rebrand
Social Posts
Call to action
Highlight the IWH
Supplemental website
Alyssa’s Reflection Corner
This project was personal to me, and not just because I’m a woman who believes my health should be prioritized. I come from an academic background in public health that heavily centered around health disparities, so this was a project I was especially passionate about. I made it my personal mission to bring those disparities to the attention of a large audience, ultimately tapping back into that public health brain I thought I’d shelved long ago. I’m really proud to present an insight and strategy that highlights the importance of women in society while highlighting how diverse my expertise is.
Shoutout to the team
AD: Annie Zheng
XD: Zoe Kennedy
CW: Hal Mady
CBM: Austin Fattizzi