THE BRIEF

This self-initiated conceptual work sought to promote a new BC Women’s Health Foundation website using photography that tackled the issue of women feeling unseen and unheard in healthcare.

THE SOLUTION

Because BCWHF works solely with women, they’re able to ensure that women feel their health concerns are heard. Referencing the longer wait times faced by women (as compared to men) in hospitals that are not woman-focused, a digital billboard ad takes the concept of bridge wait times and shows a longer wait time for women. A newsprint ad makes an audible noise when a piece of translucent paper glued to the corners of opposite pages rips as the spread is opened, thereby emphasizing the issue of women needing to be heard.