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Increasing the awareness of women’s health equity issues in British Columbia.

How we unmasked gender inequity through powerful and research-driven storytelling


  • Strategic planning
  • Co-design workshops
  • UX research & design
  • User interface design
  • Product engineering
  • Web development
  • Mobile development

The brief.

BC Women’s Health Foundation is British Columbia’s largest non-profit organization dedicated to advancing equitable access to the full spectrum of women’s health.

Ahead of releasing their latest report on the socioeconomic impacts of the COVID-19 pandemic on women’s health, the foundation asked POWER SHIFTER to help them expand their reach and impact.

Simplicity for maximum impact

Through conducting user research, testing our hypotheses, and simplifying the report, we identified the messages that evoked the strongest emotions and paired them with a bold visual design. Every colour, image, and word served a purpose—to inspire readers to act.

The solution.

We took an engaging, human-centred approach to the microsite design to highlight the inequity that has negatively impacted millions of women during the pandemic and beyond.

A bold, scannable microsite

To ensure users could glean the most important information - whether or not they read the full report - we created an interactive digital product using Webflow. Thanks to user-centric design and an easily navigable platform, visitors can easily engage with the content that resonates with them most.

Designed for sharing

To generate awareness for this important campaign, visitors needed to feel compelled to share the stories of how women were affected by the pandemic. We turned anecdotes and facts into powerful social media graphics complete with Facebook, Twitter, LinkedIn, and Instagram sharing buttons, making it easy to push real quotes and credible data out to individual networks.

Scalable and replicable in the short- and long-term

While the BC Women's Health Foundation's initial focus was on COVID-19, they've added two additional educational and awareness initiatives to the site since launch. Knowing this was the Foundation's goal, we built a structure that enables them to scale as they continue to shape a world with healthy women everywhere, capable of anything.

No-code solution enabled speed and
a high-quality product

Because of the time-sensitive nature of the report, we had a tight turnaround to get the site live. Given the advancements in no-code solutions, we chose Webflow for this project because it enabled us to build a high-production-value site rapidly and seamlessly. Within a few days of our developer receiving the designs, the team was able to view the microsite and iterate on the UI and UX.

3,500 visitors
in less than 20 days

Not only did the microsite gain attention from British Columbians and the media, it received recognition from Awwwards. The site was given an honourable mention in the website category and awarded Mobile Excellence. Mobile Excellence celebrates work that raises mobile web standards through a combination of incredible design and performance.


Our goal was to help the BC Women’s Health Foundation surface the collective impact of pandemic-related factors on women’s health and well-being. Less than 20 days after launch, the microsite had 3,500 visitors. Hundreds of people shared the social media graphics to their networks, exposing the site to thousands more. To further bolster awareness of the campaign, major news networks such as CTV, Global, and CBC featured Unmasking Gender Inequity on the news.

The BC Women’s Health Foundation has positioned itself as a thought leader and changemaker, driving the conversation and tackling the issue of systemic gender inequity. As more people visit the site, read the report, and champion health equity, together we are re-envisioning a future that better serves everyone.

Victoria Gay
“Talent, commitment, and innovation. We have been really inspired by the collective Power Shifter team – their individual talents, team camaraderie, and ability to think outside of the box at every step really drove this project to the success we achieved.”

Victoria Gay
Senior Director, Strategy
BC Women’s Health Foundation