YMC.ca, the largest independently-owned online property for moms in Canada and award-winning digital platform for moms, teamed up with UBC Women’s Health to create the It’s Not in Your Head campaign (#ItsNotInYourHead). The program was developed to increase awareness and engage women who have been affected by a chronic genital pain condition called Provoked Vestibulodynia (PVD). It’s Not in Your Head ran from January –April 2018.

This campaign followed on the success of It Doesn’t Have to Hurt, YMC’s ground breaking knowledge translation campaign. This original program was the first of its kind: where a medical research team partnered with a social media publication to disseminate medical research to a targeted audience. Ehm& Co – publisher of YMC – continues to pioneer in this area and make an impact with It’s Not in Your Head. Modelled after a traditional integrated branded content program, we generated social content and activity to spread the word about important health information to create meaningful dialogue with Canadian women about an often unheard of, and unspoken about, condition.

It’s Not in Your Head resonated with the YMC community of mothers in a very special way. It is a topic that women wanted and needed to learn more about. The 1-hour Twitter Party trended nationwide, with 101 participants generating 19MM potential impressions. The idea that a rare and embarrassing health issue could trend on Twitter across Canada speaks to Ehm & Co’s experience creating genuine conversations, encouraging Canadian moms, to open up publicly about genital pain.

Between the YMC editorial team and a curated team of influencers, we created over 50 pieces of social content with over 2.5MM potential social impressions. The YMC Live video on Facebook had 30.9K views.

Overall, our knowledge mobilization program generated 22.9MM impressions and over 9,500 social engagements.

The success of this marketing initiative was especially important to our client UBC Women’s Health, who chose to use their valuable research grant funds to bring their important research directly to Canadian moms with this unique digital marketing campaign.


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