Unmasking gender inequity during the COVID-19 pandemic

The BC Women’s Health Foundation (BCWHF) engaged Yulu PR to launch a new report series called ‘Unmasking Gender Inequity’ educating British Columbians on the disproportionate impact of the COVID-19 pandemic on women’s health in BC. The first report quantified the disproportionate socioeconomic impact of the COVID-19 crisis on women, along with how this has impacted women’s health. Yulu had just 25 days to strategize and launch the campaign.

The campaign launch included a creative activation called #WeSeeYou where British Columbians were encouraged to post a picture of themselves wearing a mask on social media, and tag three women in their life that they wanted to recognize their strength through the COVID-19 pandemic.

As well, Yulu’s communications plan included owned media, partner relations, earned media, shared media and paid media.

The campaign was wildly successful and earned Yulu and BCWHF 32 pieces of coverage, majority in top tier outlets, and a reach estimated at 65M people. It also secured BCWHF’s first feature in a podcast, garnering international exposure.

Thanks to widespread media attention of the report, BC’s Minister of Health, Adrian Dix, mentioned the report during a BC COVID-19 update that was broadcast live across all of BC’s TV stations, gaining 1.5M impressions.

We were honoured to win the #HashtagAward for Best Communications Campaign for our work on this project.