Finalist
JUST – Not a Word, but a Sentence to Women
by Frontera Group
Summary of work
This work represents the first comprehensive research/social campaign, addressing the underlying relationship dynamics contributing to the gender health gap, filling a critical void in understanding.
By revealing the systemic biases and disparities, it highlights the urgent need for intervention to support women’s health. Innovative behavioural research uncovers key insights into the factors driving poorer health outcomes for women, including delayed diagnosis, stigma, and communication barriers with healthcare providers.
The evidence of stakeholder engagement and positive supportive statements underscores the project’s impact and resonance among both women and healthcare professionals. The ”JUST” campaign, in particular, has elicited strong emotional responses and challenged existing perceptions, paving the way for improved doctor-patient relationships and better health outcomes. While tangible evidence of improved health outcomes is yet to be realized, the project has laid the groundwork for behaviour change and empowerment among women, as well as driving self awareness amongst healthcare providers of the part the play in the problem, to help bring about change.
In summary, the body of work here (in-depth research report, highly co-creative approach, social programming of engagement with women & professionals) represents a pioneering effort to narrow the gap, potentially leading to significant advancement in healthcare equity for all.
Judges’ comments
Frontera Group has produced and executed single-minded insight with a small budget, which implemented a good strategy and clear objective while driving good engagement, which ultimately generated reasonable results. The judges also appreciated the ‘Just’ concept, as well as the passionate co-creation of women.
