The U.S. has a massive issue with equity in women’s health. Research on common experiences like menstrual cycles, pregnancy, and reproductive health conditions are severely underfunded, directly resulting in significantly poorer health outcomes for women & some gender expansive people in comparison to cisgender men. Only 4% of U.S. research and development funds research for conditions that are specific to women—and it’s time for that to change.
Impact Media partnered with Perelel, a woman-founded prenatal health company, to propel this issue into the mainstream and prompt people across the country to take action. Through a collaborative Instagram-first digital campaign, we aimed to:
From the very first sentence of Impact Media and Perelel’s Instagram-first campaign, readers are confronted with a compelling and shocking statistic: “In the U.S., the largest institute for health funding allocates only 10.8% of its budget to the study of women’s health.” This sets the tone, making the depth of gender health disparities impossible to ignore. By leading with this stark figure, we ensure audiences understand the severity of the issue and are immediately invested. The language is bold yet clear, designed to grab attention while evoking urgency..
The campaign tackles the dense, technical subject of research funding, transforming it into actionable knowledge. By summarizing study findings from sources like the National Institute of Health, we provided readers with information that is both accurate and easy to understand. Simple data visualizations made complex statistics more approachable, allowing audiences to quickly grasp the issues at hand. This approach ensures readers of all knowledge levels can engage with the material, fostering a deeper understanding of systemic inequities and a cataylst to drive action through petition signatures and brand engagement.
After laying the groundwork, readers are given the chance to grasp the real-world impact of insufficient research funding, motivating them to care deeply about the issue. Relatable examples, like late diagnoses and unexplored medication side effects for women, highlight how this systemic neglect directly affects health outcomes. By humanizing the data and illustrating the tangible harm caused by the gender health gap, the content piece connects the issue to many readers’ personal experiences.
The final phase of the campaign empowers audiences by offering them a direct way to contribute to change. Readers are encouraged to sign a petition urging U.S. Congress to increase funding for women’s health research, highlighting the collective power of individual action. This call to action is framed as a critical step toward equity, emphasizing how increased funding could lead to groundbreaking advancements in women’s health. In addition to the intentionality behind our written content strategy, Impact made the petition link easily accessible for users through Instagram, encouraging and maximizing participation.
The nature of this campaign positions Perelel, a women-led brand that collaborates with a world-class team of doctors and experts to provide prenatal care, as a credible voice within the women’s health space. By providing accurate information and actionable solutions, the brand builds trust, expands brand identity, and reinforces its commitment to advancing reproductive and uterine health.
Together, these strategies ensure the campaign captures attention, deepens understanding, and inspires action—all while elevating Perelel’s role as a leader in addressing the gender health gap.
Impact Media and Perelel’s digital campaign to educate audiences on the gender health gap and advocate for increased women’s health research funding had impactful results across multiple metrics:
Overall, this campaign not only educated audiences on a critical issue but also inspired collective action, expanded Perelel’s influence, and laid the groundwork for meaningful progress in women’s health research funding.
