Alberta’s Women’s Health Foundation
The Alberta Women's Health Foundation is an initiative of the Royal Alexandra Hospital Foundation, dedicated to advancing women's healthcare through advocacy, funding, and research. Before the AWHF existed as a brand, there was no province-wide platform in Alberta specifically focused on women's health, with no distinct voice for advocacy, no identity separate from the Royal Alex, and no vehicle to close the gaps in funding and research that women's health had long been navigating.
THE GOAL
The project called for the creation of a standalone brand for the AWHF: a visual and strategic identity that could speak independently on women's healthcare, build awareness, and mobilize support across Alberta and beyond. Elizabeth was brought in to lead the project management of that brand development, a direct result of her work on the Women's Health Collective Canada, where she had demonstrated the ability to navigate complex multi-stakeholder creative processes with care and precision.
THE WORK
Elizabeth began by building a shortlist of agency candidates, evaluating proposals from more than five agencies before presenting a shortlist to key decision makers. The selected agency was an Alberta-based firm with national reach, which came in significantly below its standard rates out of a genuine commitment to the cause, a reflection of both the quality of the brief Elizabeth had prepared and the significance of the work itself.
From there, Elizabeth managed all communications and timelines between the creative agency and the client throughout the discovery process, creative development, feedback, revision, and final approval. Stakeholder engagement included representatives from the Royal Alexandra Hospital Foundation, the Lois Hole Hospital for Women, and the Lois Hole Women's Society. She provided weekly reporting and quality control throughout, and offered strategic recommendations where the project required them.
THE RESULTS
The outcome was a brand that stands on its own: distinct from the Royal Alex, focused entirely on women's health equity, and built to carry the weight of national advocacy. The Alberta Women's Health Foundation now supports more than 170 women's health researchers across the province, runs high-profile public awareness campaigns, and has been part of landmark funding announcements for women's and children's health research.
Elizabeth's role was to bring the right people together, keep the process on track, and ensure the brief was strong enough to inspire excellent creative work. The platform that resulted has gone on to do exactly what it was designed to do.
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